The drink, which was launched in April, was described by Diageo as the first of its type and a natural evolution of the ready-to-drink category. Made from 100% fruit, Quinn's was developed for people in their mid to late 20s, and Diageo GB said it represented its biggest new product launch in five years.
"Much as wine is made from grapes and cider from apples, Quinn's is made using only premium-quality fruit," said innovation marketing manager Stephen White.
Diageo now plans to back the launch with an innovative advertising campaign, due to break on Monday (10 July), with cinema advertising to follow from 17 July.
The TV ad, which is set against a tropical rainforest, focuses on a plant that grows and produces a fruit alcohol drink, causing the surrounding plants and animals to act in surprising ways as the drink is made. The £650,000 production uses computer-generated technology to animate plants and butterflies, which aims to demonstrate how fruit can come to life in a bottle of Quinn's.
"The new marketing campaign cleverly communicates that Quinn's is not only completely new but is made from 100% fruit," said White. "Quinn's is a category-breaking innovation."
While it isn't directly comparable with other RTD brands, the off-trade launch of Quinn's was an unusual move into a category that lost 17.8% in value in the four weeks to 24 December 2005 compared with the previous year [ACNielsen], but the brand has already established listings with Asda, Waitrose, Tesco, Morrisons, Budgens, Londis and Thresher. The 4% abv drink contains one unit of alcohol and is packaged in a 250ml bottle, priced at £1.50 for one or £5.79 for a four-pack.
Flavours include mango & passionfruit, raspberry & blueberry and orange & tropical fruits.