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Diageo ditches drink brands

Published:  23 July, 2008

Diageo has confirmed it has withdrawn Quinn's RTD, Archers Vea and Slate 20 from the market.

The brands failed to meet the global company's sales expectations.

J&B -6C, the clear, premium blended Scotch, is also being discontinued in the UK, but will remain in overseas markets.

Diageo, which launched Quinn last year with a 8.5m marketing spend, defended its decision to be category-breaking rather than introduce just another flavour.

Quinn's was marketed as a RTD (ready-to-drink) 'fruit ferment', made by fermenting natural fruit juice rather than adding flavours to a vodka base.