Diageo's freeze-and-squeeze cocktails to launch in Europe

25 February, 2013
Parrot Bay ‘freeze-and-squeeze’ cocktail

Parrot Bay ‘freeze-and-squeeze’ cocktails

Diageo has rolled out its line of Parrot Bay ‘freeze-and-squeeze’ cocktails to eight European countries.

Already available in the US, the Berry Daiquiri, Citrus Daiquiri and Pina Colada ready-to-drink cocktails are priced at £2.49 and will be available in Belgium, the UK, Greece, Ireland, Italy, Netherlands, Portugal, and Spain in April.

The range was trialled in Greece, Belgium and the UK in 2012.

In the UK the full launch will be supported by a £2.1 million marketing campaign, including TV advertising in July.

Louise Robbie, senior innovation manager at Diageo GB, said: “Following explosive growth of frozen alcoholic cocktails in the United States (+261% volume growth IRI 52 weeks ending 3-20-11), 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 launch of Parrot Bay ‘freeze and squeeze’ cocktails in the UK 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.”





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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