Diageo's progressive adult beverage portfolio expands with new product offerings
10 Gennaio 2008
NORWALK — Diageo, the world’s leading premium drinks business, announced today the introduction of three products to its fast-growing Progressive Adult Beverages (PAB) category:
Smirnoff Ice Light, Smirnoff Ice Strawberry Acai (ah-SAH-ee), and Captain Morgan Parrot Bay Mojito.
— Smirnoff Ice Light – Smirnoff Ice Light is the latest addition to the Smirnoff Ice line of flavored malt beverages, bringing together the top selling PAB brand with the fast-growing luxury
light segment. One bottle contains only 110 calories and offers consumers a crisp tasting alternative to light beer. Available in six-packs and variety packs at the suggested retail price of
$7.49; twelve-packs will also be available.
— Smirnoff Ice Strawberry Acai – This strawberry-flavored beverage also has a hint of acai, which is a Brazilian fruit that has notes of blueberry and chocolate. The combination of the already
popular strawberry flavor with the exciting new flavor of acai is truly unique. Available in six-packs at the suggested retail price of $7.49; it will also be included in new Smirnoff Ice
variety packs and will be offered in 24-ounce bottles.
— Captain Morgan Parrot Bay Mojito – Captain Morgan Parrot Bay brings consumers the island flavor of the hugely popular Mojito. This ready- to-drink beverage is a refreshing fusion of mint and
lime flavors. Six- packs are priced at $7.49, and the product will be available in variety packs and 24-ounce bottles. «Consumer tastes dictate the need for new flavor options and
low-calorie offerings,» said Mark Breene, Vice President, Diageo Progressive Adult Beverages. «The addition of these three products to Diageo’s PAB lineup will solidify our position
as the industry’s category leader.»
When enjoying these new products, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world’s largest spirits, wine and beer company, Diageo is committed to
social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The
Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.