DIAGEO LAUNCHES SMIRNOFF BLACK ICE

Published: 23 July, 2008

Diageo Great Britain is putting a hefty 11 million behind its newest Premium Packaged Spirit (PPS), Smirnoff Black Ice' - a companion to Smirnoff Ice, the UK's biggest-selling PPS. Diageo claims that Smirnoff Black Ice has been designed specifically to appeal to men who currently perceive PPSs to be too feminine and too sweet. Priced between 2.80 and 3.30, the 5.5% ABV Smirnoff Black Ice is packaged in clear glass and has a black and silver label. It is being introduced to the on-trade this month. Smirnoff Black Ice has been designed to appeal to drinkers who want an alternative to lager, but have so far found nothing in the PPS category to tempt them,' said Philip Gladman, marketing director for Smirnoff. The category continues to grow at a steady rate,' he added, but we hope the launch of Smirnoff Black Ice will extend the category into broader consumer territory, by drawing in male drinkers who currently feel PPSs are too feminine in tone and taste.'

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