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Diageo UK launches seven products
Published:  24 March, 2015

Diageo will launch seven products across six brands into the UK on-and off-trade this summer. 

The innovations across its Pimm’s, Smirnoff, Captain Morgan, Gordon’s, Ciroc and Guinness portfolio are part of plans to “have a product available for any drinking occasion.”

Andrew Cowan, UK managing director at Diageo said: “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 twenty percent of our business.

“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.”

Following the launch of Pimm’s Strawberry with a Hint of Mint earlier this month, the brand will release Pimm’s Cider Cup in April. The company hopes to monopolise on the fastest growing segment within the cider category with its British cider “infused with Pimm’s”.

The company is expanding its frozen pouches offering with the introduction of two new pouches: Pimm’s Summer Crush and Gordon’s Frozen Cooler. The products follow the launch of Smirnoff pouches to the £14m segment last year.

Captain Morgan White Rum will be available from April. Diageo hopes the white rum will revitalise the segment, which has been in decline in volume and value terms year-on-year since 2012. The launch will be supported with a seven figure marketing campaign.

Smirnoff Ice Double Black – 4.7% abv vodka blended with guarana and soda – will be available from the beginning of April. 

Following a successful US launch, Ciroc Pineapple will be in the UK market this month. With an abv of 37.5%, Ciroc Pinapple has an RRSP of £38 for a 70cl bottle.

Guinness Golden Ale will launch in April. Golden Ale follows the recent launch of the Guinness West Indies and Guinness Dublin Porters. Since its launch last year the Porters have become two of the top three new innovations in the Premium Bottle Ale Segment.