Diageo targets female RTD market with Nola

16 June, 2014

Diageo has unveiled Nola, a new brand line of RTD vodka spritzes aimed at British women.

The world’s largest spirits group said the Raspberry & Elderflower and Watermelon & Strawberry flavoured drinks are “designed to better meet women’s expectations in occasions where they traditionally default to wine”.

The ready-to-serve category is worth £202 million in the UK, with 62% of purchases within the ready-to-drink category being made by women, Diageo said.

Both flavours are claimed to contain about half the ABV and 35% fewer calories than a standard glass of Pinot Grigio, standing at less than 100 calories per 175ml glass.

Nola arrives in a 70cl bottle with a suggested price of £7.99 (promotional RRP of £5.99), and a 25cl can at £2.99 (promotional RRP of £2.00).

The new product will be available from Tesco stores from June 17 and in Asda stores from July 10, with the product rolling out nationally from January 2015.

According to Diageo, Nola should appeal to women in their late 20s and 30s who are looking for “new and exciting drink alternatives for their casual-get-togethers”.

Nola will be stocked exclusively in Tesco stores from 17th June and in Asda stores from July 10, with the product being rolled out nationally from January 2015.

Alice Ponti, senior innovation manager for western Europe at Diageo said: “We created Nola after realising how little choice women have for a great tasting, lighter alternative to wine.

A 12% ABV drink is not ideal on all occasions. Nola has been researched extensively and the consumer response has been consistently phenomenal.”

“We have dedicated an all-female cast of Diageo liquid scientists to the development of the new brand, who have worked tirelessly to deliver a new drinking experience that offers delightful aromas and flavours, yet is lighter than wine.

"We are confident Nola will be successful at filling a significant gap in the market.”

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