Diageo has launched Smirnoff Sorbets and frozen pouches.
This move follows Diageo’s launch of Parrot Bay last year however this is the first time the brand has frozen one of its existing drinks. Parrot Bay freeze and squeeze cocktails delivered 61% incremental growth to the Total Beverage Alcohol market in 2013 (Nielsen).
The sorbets come in three flavours - mango, lemon and raspberry, while the frozen drinks are available in Smirnoff Apple Bite and Smirnoff Ice (rrp £2.99). The pouches can be sold ready-frozen, or if there is no facility for this in-store, consumers can purchase the drinks and freeze them at home.
Diageo will be supporting the launch with in-store activation and sampling, and will be rolling out 1,000 freezers to the convenience channel.
Louise McKerrow, brand director for Smirnoff Western Europe at Diageo, said; “We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector. Frozen pouches are an ideal way for retailers to expand their offering and Smirnoff will continue to invest in the category.”