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Diageo spends 8.5M on fruit-drink launch

Published:  23 July, 2008

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.

Diageo GB said the new drink, Quinn's, is its biggest new product launch in five years', and has backed it with an 8.5 million marketing programme. The campaign will include TV and cinema advertising, PR, sampling and below-the-line activity.

The USP of the new brand is that it is a fermented juice drink with no spirit component. The company has christened it a fruit ferment'.