Premixed Smirnoff Vodka and Cola: Propelling Premix Spirits into the Mainstream
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.
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 contentsDue to the brevity and/or nature of the content posted, there is no table of contents available for this report.
Related research categories
By company: Smirnoff
The just-drinks office is currently: Closed
Office opening hours
The office is closed during weekends.
Current time at just-drinks headquarters: 8:55pm (Saturday, 25 May 2013)