Diageo has ended production of the Quinn's ready-to-drink brand launched last summer.

The brand - billed as a revolutionary 'fruit ferment' style of RTD at launch - is the most notable name on a list of

products that Diageo has decided not to proceed with.

Quinn's was launched with an £8.5m marketing campaign last summer, with the hope that its distinct production method - fermented fruit instead of the usual vodka and juice mix - would bring new life to a floundering RTD category.

The male-oriented whisky and cola mix Slate 20 is also being withdrawn, along with the reduced-sugar Archers Vea RTD, and J&B -6°C - a clear whisky designed to bring younger drinkers into the Scotch category. Diageo has also decided not to enter the booming cider market following a trial of Cashel's Extra Smooth in six pubs last year.

The supplier said none of the products had "met Diageo's stringent performance criteria and we and our customers have experienced demand that is lower than anticipated".

Elizabeth Finn, head of innovation at Diageo GB, said: "We remain passionately committed to delivering genuine innovation.

"There are always risks you take with launching new brands, especially completely new types of products such as Quinn's."

Diageo GB has launched 13 new drinks in the UK over the past two years and has tested 13 others.

Finn said Baileys flavours had been the best performer of the bunch, with off-trade sales topping £10m in the year to April, based on Nielsen figures.

Bulleit bourbon and Pimm's Winter have both done well enough to justify continued investment, she added.

The company said it has no imminent plans to roll out Guinness Red into the take-home trade. The brand is currently undergoing a 14-week on-trade trial.