The supplier said it has sold 5 million RTD frozen cocktail pouches in the UK since it launched Parrott Bay 18 months ago.
It wants to build on this success with the launch of three flavoured rum drinks – in strawberry, coconut and passionfruit variants – that are 19% abv and designed to be mixed.
Each new variant contains a third of Caribbean rum and they should be mixed with lemonade or cola.
Diageo said the range has been developed with a particular focus on women aged 18-25, particularly those who enjoy the sweet taste of flavoured cider and flavoured lager.
Helen Hawkings, innovation
marketing manager at Diageo, 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.”
The new Parrot Bay drinks are available now with an rrp of £13.
According to Nielsen data, only 7% of households are consuming flavoured vodkas or rums, buying five bottles per year (Nielsen, year to June 2014).
Diageo said that if this penetration was to increase from 7% to 15% by “being more accessible”, this would add extra £47m to the category.