April 19, 2007
Diageo’s Progressive Adult Beverage Portfolio Expands With New Product Offerings
NORWALK, Conn., April 19 /PRNewswire-FirstCall/ -- With the hot summer months approaching, Diageo North America today announced exciting product news from its fast-growing and industry-leading Progressive Adult Beverages (PAB) category. These flavored malt beverages are arriving just in time for this key selling period, with the popular Smirnoff Raw Tea brand launching nationwide -- including a new Green Tea flavor -- as well as new offerings being added to the Smirnoff Ice and Captain Morgan Parrot Bay portfolios, Pomegranate Fusion and Pineapple Colada, respectively.
"To maintain our leadership position in the PAB category, we need to continue to expand our product offerings to a consumer base that demands innovation and variety," said Mark Breene, vice president, Diageo Progressive Adult Beverages. "We had our consumers in mind when we began developing these new flavor combinations, and we feel this expanded range of flavors addresses their evolving tastes and desire for selection."
Available nationwide this spring in grocery and convenience stores, Diageo's new PAB products include:
-- Smirnoff(R) Raw Tea(TM) -- Due to popular demand, the tea-flavored malt beverage, which has only been available in the Northeast, will be offered nationwide in May in three flavors: Lemon, Raspberry and the previously unreleased Green Tea. All are non-carbonated and made from real tea with natural fruit flavors for a refreshingly clean and invigorating taste. Available in six-packs, they will have a suggested retail price of approximately $7.49. -- Smirnoff Ice Pomegranate Fusion(TM) -- Smirnoff Ice Pomegranate Fusion is the latest flavor to be added to the popular Smirnoff Ice line of flavored malt beverages. The refreshing flavor and rising popularity of the pomegranate fruit created the perfect opportunity for this exciting new offering. Blending flavors of pomegranate and other fruits, Pomegranate Fusion is the newest addition to the Smirnoff Ice line. Available in six-packs and variety packs, they will have a suggested retail price of approximately $7.49. -- Captain Morgan Parrot Bay Pineapple Colada(TM) -- Parrot Bay Tropical Malt Beverages, from the iconic Captain Morgan brand, announces Pineapple Colada as the latest flavor addition to the line, which already includes Sunset Surf, Matava Blue, and Wave Runner. The Pineapple Colada flavor is a mix of tangy pineapple and sweet coconut, with a malt base. Six-packs will have a suggested retail price of approximately $7.49, and the product will also be available in variety packs.
When enjoying these new products, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world's largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/. Celebrating life, every day, everywhere, responsibly.
Contact: Patti Costantino [email protected] Diageo, 646-223-2040 Mike Costabile [email protected] Taylor, 212-714-1280 ext. 294
Diageo North America
Web site: http://www.diageo.com/