Diageo claims frozen cocktails will equal huge profits for retailers
Diageo believes its new range of frozen cocktails will open up “huge” sales opportunities in the off-trade.
Its new Parrot Bay “freeze and squeeze” range comprises a Berry Daiquiri, a Citrus Daiquiri and a Pina Colada.
These RTDs will be available in store in April and will be supported by a £2.1 million marketing campaign, including TV advertising in July.
Louise Robbie, Senior Innovation Manager at Diageo GB, says: “Following explosive growth of frozen alcoholic cocktails in the United States, we have tested Parrot Bay ‘freeze and squeeze’ cocktails in three European countries and seen great results across the board – so now is the time to roll the product out further.
“The UK launch is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks during the ever-popular casual get-togethers occasion.”
The roll-out follows a trial with Asda in 2012.