Diageo has announced new innovations across its portfolio brands, including Guinness, Smirnoff, Pimm’s, Captain Morgan, Gordon’s and CÎROC.
The new products are rolling out between March and May 2015, aiming to bring invigoration to the market over the spring and summer months.
Guinness Golden Ale, launching in April, is a balanced yet distinctive golden ale, brewed using Guinness yeast, hops, Irish barley and amber malt. It has an ABV of 4.5% and is priced at £2.29 rrp.
The white rum segment is set to be revitalised with the launch of Captain Morgan White Rum in April.
CÎROC vodka brand has also extended its range with the addition of CÎROC Pineapple ABV 37.5%. It is available now with an rrp of £38 per 70cl bottle.
Pimm’s has introduced three new variants, using its distinctive flavour; Pimm’s Strawberry with a hint of mint, Pimm’s Cider Cup and Pimm’s Summer Crunch Frozen Pouches.
Pimm’s Strawberry is available from April in both pricemarked 70cl bottles and 1ltr bottles, with an rrp of £11.99 and £21.
Pimm’s Cider Cup is a British cider, blended with a hint of Pimm’s strawberry and cucumber flavours, and is also available from April with an rrp of £2.29.
Pimm’s Summer Crunch Frozen Pouches is a frozen variant with hints of strawberry and cucumber. The Frozen Pouch range has also introduced Gordon’s Frozen Coolers, containing Gordon’s Gin, apple and elderflower, and both are available from the March 16 and April 13 respectively, with an rrp of £3.00.
Smirnoff is extending the ready-to-drink category with the addition of Smirnoff Ice Double Black with Guarana. It is available from the beginning of April in both can and bottle formats.
Each new innovation is supported by a campaign, through either media, PR, events or sampling.