Global drinks giant Diageo has launched a range of new-style premix drinks based on consumer insight around trends in drinking occasions.
The new products were unveiled yesterday at the company’s Australian head office in McMahons Point.
Managing director of Diageo Australia David Smith joined marketing director Adam Ballesty and head of innovation Drewe Letchford in revealing the insight and rationale behind the new products.
“What Australians are drinking, where, and when is changing,” boded Smith.
“Not only are consumers drinking more moderately, they’re looking for drinks that contain less sugar and less alcohol than premix traditionally does.
“The occasions in which consumers are drinking are also changing.
“While people still love a ‘night out’ for special occasions, the majority of alcohol today is consumed in more casual and relaxed occasions such as at home after work, at a friend’s BBQ or in the pub beer garden on a sunny afternoon.
“Our new range of premix has been designed specifically for these occasions and signals a significant shift for the category.”
Diageo cited the influence of the Millennial generation in driving ‘experiences’ and being conscious of health and moderation, and how the ‘Masterchef factor’ has seen a dramatic increase in home entertaining and demand for variety.
Amongst the new concepts, the Bundaberg Rum ‘Lazy Bear’ was developed as an alternative to beer. It is initially being offered in a long-neck 330mL bottle, but Diageo told PubTIC they may decide to release it in a draught format.
Lazy Bear is a mix of classic Bundaberg Rum, with dry ginger ale and lime. It is only 3.5 per cent ABC, and intended as the perfect drink for long, lazy summer afternoons.
The drink also heralds the return of the very popular ‘Bundaberg Bear’ – who makes sneak cameo appearances in the four television commercials that will be aired.
Diageo will be investing $20 million in the campaigns for the new drinks, each appearing on selected channels to optimise their intended audience.
The Bundaberg Rum Lazy Bear TVC will go to air during the NRL Telstra Football Final Series, starting 23 September, as well as on TV and in cinemas throughout summer.
Diageo distributes many of the world’s biggest-selling liquor brands, in more than 180 countries around the globe. The premix, or RTD category, is under-represented in Australia, and the company sees it as ready for development.
The new range – made using leading brands such as Bundaberg Rum, Gordon’s, Pimm’s and Smirnoff – is the biggest investment Diageo has made in premix drinks for over 10 years.
“The premix category is ripe for growth and we’re excited to be at the forefront of that with these exciting new innovations,” said Ballesty.
The new products:
Bundaberg Rum Lazy Bear –Bundaberg Rum with the refreshing taste of dry ginger ale and natural lime. 3.5 per cent ABV, 330ml bottles equals 0.9 standard drinks.
Smirnoff Pure – first premix drink by Diageo to combine vodka with natural ingredients and no preservatives or artificial ingredients. Flavours include: Cranberry, Apple & Soda; Ginger, Lime & Soda; Passionfruit, Lime & Soda; and Classic Lime & Soda. 4.5 per cent ABC, 300ml bottles equals 1.1 standard drinks.
Pimm’s Sparkling Cup – Pimm’s with lemonade and ginger ale infused with natural fruit flavours. Designed to share, comes in a 750ml bottle at 5.5 per cent ABV equals 3.3 standard drinks.
Pimm’s Lemonade & Ginger Ale and Gordon’s Elderflower Spritz – Pimm’s No1 Cup, lemonade and ginger ale in equal parts, and Gordon’s Gin with elderflower and soda. 4.0 per cent ABC, 330ml bottles equal one standard drink.