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Smirnoff introduces new pre-mix to range

Published:  17 February, 2010

Diageo GB has added Smirnoff and Cola, to its existing pre-mix can range of spirit and mixer combinations.

A £5million heavyweight TV advertising campaign will be run nationally from mid-April and throughout the summer as part of a marketing push to raise awareness of the pre-mix category.

The 250ml can is expected to be a significant category driver, it will be supported by in-store marketing and a £450K range sampling investment across 4,500 stores to drive consumer awareness and trial.

Diageo says the emerging category is currently worth £26million in retail sales and is growing at +48%.

Charlotte Brown, innovations commercialisation manager at Diageo GB, said:
"Our fantastic pre-mix cans offer shoppers the opportunity to enjoy their favourite spirit drink with minimum effort and in a perfect, measured serve.

"With the category in such high growth, we expect Smirnoff and Cola to be a real winner and a key driver in making spirits as convenient as beer and wine in the homes of consumers."

The Smirnoff and Cola will be in addition to other pre-mixes in the range including; Smirnoff and Cranberry Juice, Gordon's & Schweppes Tonic and Bulleit Bourbon and Cola.