Diageo rolls out off-trade frozen cocktail brand Parrot Bay
Diageo is rolling out its Parrot Bay ‘freeze and squeeze’ frozen cocktail range across Europe with the support of a £2.1 million marketing campaign.
The range comprises three single serve ready to drink alcoholic cocktails: Berry Daiquiri, Citrus Daiquiri and Pina Colada. They are sold in a liquid pouch to be frozen at home before consumption.
Parrot Bay will be available nationwide in the UK in April, following a successful trial with Asda last year. It will be released in eight European countries backed by a £2.1m campaign, including TV advertising in the UK in July.
The move follows explosive growth of frozen alcohol cocktails in the United States, with 261% volume growth in the year to March 20 2011, according to IRI.
“The launch of Parrot Bay ‘freeze and squeeze’ cocktails in the UK is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks during the ever-popular ‘casual get-togethers’ occasion,” said Diageo GB senior innovation manager Louise Robbie.