Diageo has launched a range of lower-abv flavoured spirit drinks under its Parrot Bay brand.
Rolling out this week, the three 19% abv variants – strawberry, coconut and passion fruit – are available in 70cl bottles (rsp: £13).
With only 7% of UK households buying into flavoured spirits, the category had potential for growth, said Diageo, which claimed that increasing penetration to 15% could bring an extra £47m in sales.
“Flavoured alcohol is currently experiencing significant growth,” said innovation marketing manager Helen Hawkings, “While this has been a focus across the premium spirits sector and even beer and cider categories, it has not been as prevalent as it could be across the mid-proof spirits market.”
“We’ve identified a lucrative opportunity for making flavoured spirit drinks more accessible, both in taste and price point, which is yet to be maximised,” she added. “We hope the launch of our new Parrot Bay Spirit drinks can help us expand further into this sector.”
Diageo said its Parrot Bay Freeze and Squeeze cocktail pouches had sold five million units and achieved a 60% repeat purchase rate since launching 18 months ago.
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