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Diageo spends £8.5M on fruit-drink launch
Despite falling sales for its flagship ready-to-drink (RTD) brand Smirnoff Ice, Diageo Great Britain is hoping to inject new life into the sector with an alcoholic fruit-drink aimed at the older consumer. ‘Much in the same way that wine is made from grapes and cider from apples, Quinn’s is made using only fruit. We believe the fruit ferment concept will revolutionise the 5pm to 8pm drinks occasion,’ said Steven White, innovation marketing manager. Quinn’s has an ABV of 4% and will be available in three flavours: mango and passion fruit, raspberry and blueberry, and orange and tropical fruits. The brand will be launched in 250ml bottles with a 700ml format expected to be available from September. Quinn’s has an off-trade RSP of £1.50 and an on-trade RSP of £2.75. It is expected to sit in the RTD fixture in off-trade accounts. ...
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