Bottled alcoholic fresh fruit juices are set to hit the UK this year.
US manufacturer Diageo’s UK division, Diageo Great Britain, is to launch Quinn’s, a drink made from natural fruit juices and containing one unit of alcohol, onto the the UK market in May.
Quinn’s will be available in mango and passionfruit, raspberry and blueberry and orange and tropical fruit flavours in 250ml bottles with a recommended retail price of £1.50 off-trade.
The drink is to be targeted at consumers in their mid-twenties, particularly females, and the launch will be supported by a multi-media marketing campaign costing in excess of £8.5million in the first year.
White said Quinn’s would make a welcome addition to the existing RTD (ready to drink) category.
“We believe that there is still a role to play for our RTD portfolio, but what we’re doing is focusing on the lower tempo occasion as higher tempo consumption is decreasing. That is what Quinn’s is specifically designed for,” he claimed.
