Diageo is looking to expand its presence in the ready-to-serve category and is trialling 250ml cans of Smirnoff vodka & Ocean Spray cranberry juice drink and Gordon's gin & Schweppes slimline tonic in selected grocers and c-stores.
The move is an attempt to grow the overall spirits category. There were a number of barriers to trial as consumers were often unsure of the right mixer to use for different spirits and lacked the proper ingredients at home, said the company, which already sells Gordon's gin & Schweppes tonic and Pimm's & lemonade in cans.
"Pre-mixed cans represent a key driver in making spirits as convenient as beer and wine in the homes of consumers," said Ros Healy, senior innovation manager.
"Consumers tell us these drinks offer great taste that is ideal for what we refer to as 'transition occasions' at home, when people are either winding down or preparing to go out." The new products will be supported by in-store promotions and PoS material.
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