Diageo launches new ready-to-drink Gordon’s and Smirnoff spirits brands

UK – Diageo has launched a new cocktail to its portfolio, Gordon’s and Smirnoff spirits brands, expanding expanding its ready-to-drink (RTD) business.

Gordon’s Pink Martini contains an Alcohol by volume (ABV) of 5% and combines the brand’s pink gin with raspberry juice and natural berry flavours.

“At Diageo, we are continuously researching and innovating to meet the ever-evolving demands of our customers and consumers,” said Anita Robinson, GB marketing director at Diageo.

“With 72% of consumers saying the brand of spirit is important when selecting premix cocktails, we’re extremely excited to be launching two expertly mixed cocktails in a convenient format from two of the biggest spirits brands in the world.”

“We’re extremely excited to be launching two expertly mixed cocktails in a convenient format from two of the biggest spirits brands in the world.”

Anita Robinson – GB marketing director, Diageo

Lightly carbonated, Smirnoff Passion Fruit Martini (also 5% ABV) mixes Smirnoff No. 21 Premium Vodka with passion fruit juice and natural fruit and vanilla flavourings.

According to FoodBev, the two new RTD cocktails come in ‘stand-out’ black 100% recyclable aluminium cans and aim to capitalise on the growth of the premix cocktail market. Diageo says that its latest offerings tap into a growing desire for convenience among consumers.

Gordon’s Pink Martini and Smirnoff Passion Fruit Martini are rolling out to UK retailers this month,

Diageo is also expanding its marketing effectiveness tool to help navigate Covid-19. It has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.

The drinks company, which owns brands including Bailey’s, Guinness and Johnny Walker, is updating its capabilities in order to guide it through the ever-changing landscape caused by the pandemic.

Radar, which sits within Catalyst, combines the latest data about Covid-19, including government politics and macro-economic data, with insights and consumer behaviour information.

That includes dynamic media pricing, as well as consumer indicators such as footfall and credit card usage.

The aim is to improve its ability to predict the gross profit outcomes of Diageo’s marketing investment, says global consumer planning director Andrew Geoghegan. It does this across three, six- and 12-month periods based on different scenarios and user inputted judgement.

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