Diageo has extended its Parrot Bay range to include a selection of flavoured spirits.
The Parrot Bay Spirit Drinks range comes in three flavours – strawberry, coconut and passion fruit, each with an ABV of 19% and an rrp of £13 for a 70cl bottle.
According to Nielsen data, just 7% of households are buying flavoured spirits and Diageo estimates that if penetration was to increase to 15%, it would add £47m to the category.
Diageo innovation marketing manager Helen Hawkings said: “Flavoured alcohol is currently experiencing significant growth, yet while this has been a focus across the premium spirits sector and even beer and cider categories, it has not been as prevalent as it could be across the mid-proof spirits market. We’ve identified a lucrative opportunity for making flavoured spirit drinks more accessible, both in taste and price point, which is yet to be maximised. We hope that the launch of our new Parrot Bay Spirit drinks can help us expand further into this sector.”