Diageo has announced a raft of new product innovations across its portfolio of brands, including Guinness, Smirnoff, Pimm’s, Captain Morgan, Gordon’s and Cîroc.
The new products, which include Guinness Golden Ale and Pimm’s Cider Cup, will launch on shelf from March through to May 2015.
Guinness Golden Ale will launch in April, and enters the Premium Bottled Ale segment, which is growing ahead of Total Beer year-on-year, and forecast to double by 2020.
Pimm’s Cider Cup marries Pimm’s No.1 and British cider, blended with a hint of strawberry and cucumber flavours. It also launches in April, as does Captain Morgan White Rum, a move which Diageo hopes will revitalise the declining white rum segment.
Pimm’s will also be expanding into frozen drinks this summer for the first time, launching a frozen pouch alongside Gordon’s gin. Pimm’s Summer Crush and Gordon’s Frozen Cooler will roll out later this month. Gordon’s Frozen Cooler targets a slightly older consumer, with a taste profile of Apple & Elderflower flavours, while Pimm’s Summer Crush has hints of strawberry and cucumber. Both Pimm’s and Gordon’s are spending £1m on above the line advertising this summer and the frozen pouches will be supported by a PR and influencer campaign.
Luxury vodka brand Cîroc, from Diageo Reserve, is adding to its flavour range with the launch of Cîroc Pineapple. Joining the brand’s five other flavours later this month, Diageo hopes it will build on the huge success it achieved in the US, where the new variant is the number one vodka innovation by value over the past six months.
The new product line up is completed with Smirnoff Ice Double Black with Guarana. The ready-to-drink will be available from early April, and is supported by a £1m ad spend.
Commenting on the launches, Louise Robinson, Head of GB Innovation for Diageo, said: “It will be difficult to find a BBQ, picnic, garden party, festival or wedding this summer without one of our brands there helping adults to celebrate.”
Andrew Cowan, UK Managing Director of Diageo, said: “We recognise that innovation needs to be at the heart of our commercial strategy, and at Diageo we want to grow our business by getting people to drink better, rather than more. Today nearly 13% of our business comes directly from innovation. My goal is that in the next five years innovation will account for 20% of our business.”
