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Premixed Smirnoff Vodka and Cola Case Study: Propelling Premix Spirits into the Mainstream

Although the UK RTD (ready to drink) sector is in long-term decline, Diageo has been innovating with a new range of canned premixed ready to drink spirit and mixer serves. Trading heavily on their low-entry price points and convenience credentials, this article looks at Diageo’s stable of premix alcoholic beverages, and the Smirnoff and Cola SKU in particular, and examines how they have created a distinct segment in the UK alcoholic beverages market.

Convenience is not as big a consumer pull in alcohol as in other areas of CPG, such as household goods, packaged food, or other non alcoholic beverages where ready to drink formats are standard. Having originally helped to mainstream the RTD segment with its Smirnoff Ice brand, Diageo is now leading the emerging premixed ready to drink spirits sub-segment in the UK.

  • Diageo has been the front runner of a number of large spirit companies launching branded premixed products;
  • Innovation in this sector has come against a backdrop of declining volumes in the conventional RTDs category;
  • With Diageo’s latest launch (February 2010), the Smirnoff and Cola serve has the potential to take the sector into the mass market;
  • Premixes are a ‘win win’ for consumers, offering contemporary consumers benefits i.e. convenience alongside a relatively low price point; and for suppliers, a route to adding value.

Find this interesting. For more, check out MarketLine Premixed Smirnoff Vodka and Cola Business Case Study: Propelling Premix Spirits into the Mainstream. You may also check out our Buy Reports section for thousands of other company, industry & country analysis reports.

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