Premixed Smirnoff Vodka and Cola Case Study: Propelling Premix Spirits into the Mainstream

Published: August 2010

Publisher: Datamonitor

Product ref: 106407

Pages: 18

Format: PDF

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Report description

Introduction

Although the UK RTD (ready to drink) sector is in long-term decline, Diageo has been innovating with a new range of canned premixed ready to drink spirit and mixer serves.

Features and benefits
  • The case study series highlights innovation in global consumer markets. * This case study highlights strategic strengths and examines the extent to which it meets the needs of consumers and the competitive environment.
Highlights

Convenience is not as big a consumer pull in alcohol as in other, non alcoholic beverages where ready to drink formats are standard. Having originally helped to mainstream the RTD segment with its Smirnoff Ice brand, Diageo is now leading the emerging premixed ready to drink spirits sub-segment in the UK.

Your key questions answered
  • Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data. * Enhance your market positioning and concept development efforts, reducing risk for new product launches and increase chances of success.

Table of contents

CATALYST

SUMMARY

ANALYSIS
Diageo is a champion in the UK alcohol sector and developed the premix sub segment
2010 is proving to be a vibrant year for new product launches
Diageo has a legacy of being at the forefront in ready-to-drink alcoholic beverages
The premix format encourages trial among those who drink spirits at home less often
For spirit drinkers, price is a key determinant of alcoholic beverage choice
The presence of well-known brands helps growth during the recession
Convenience is not just about consumption
Younger consumers are most receptive to the convenience message in alcohol
Spirits are often preferred in the on-trade rather than the off-trade
With the premix format, manufacturers can broaden spirits consumption occasions
Innovation in RTDs has been against a backdrop of falling volumes in the UK,
Japan and Australia are the key markets for ready to drink alcoholic beverages
Convenience-led propositions in other alcohol sectors have become more popular
The opportunities are there for growth but so are the obstacles
Be prepared to talk up convenience at every stage of the lifecycle
Develop food pairings to target new occasions
Get the hierarchy of messages right, with taste top
Target the on-trade

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Datamonitor Case Study on Barefoot Radler Case Study - Attracting new consumers to the beer market with an ethical, flavored beer offering, May 2010, CSCM0317
Datamonitor (2010) The Future of Spirits: Capitalizing on New Opportunities and Preferences, January 2010, DMCM4715
Datamonitor (2010) Offering Ethicality & Sustainability in Food & Drinks, April 2010, DMCM4665
Datamonitor (2009) Global Consumer trends: Profiting in 2010 and Beyond, November 2009, DMCM4701
Ask the analyst
Datamonitor consulting
Disclaimer

Price: $ 400.00

Related research categories

By company: Smirnoff