Diageo GB expands premix range

11 March, 2011

Diageo Great Britain has announced a new addition to its range of premixed drinks: Smirnoff Vodka and Diet Cola.

The new 25cl can will be available in selected grocery outlets from this month and nationwide from April across grocery and convenience.

The drinks giant said the introduction of the new flavour follows the success of its existing can portfolio, which includes Gordon’s Gin and Schweppes Tonic and Pimm’s and Lemonade.

Diageo GB said it will be driving awareness with a “range of marketing activity”, including consumer sampling and display units in-store and outdoor advertising.

Charlotte Brown, innovation manager at Diageo GB, said: “The premix range has proven to be a success with consumers as it gives shoppers the opportunity to enjoy their favourite spirit drink with minimum effort in a perfectly measured serve. Vodka and cola is one of the most popular serves so we expect the new variant to be just as popular as the existing can portfolio. With research indicating a clear difference between cola and diet cola drinkers, the incorporation of a diet can within the range is also expected to capture a wider audience, particularly women with whom diet drinks are popular, stimulating further growth in the premix category."

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