Diageo has withdrawn three drinks brands from the UK market.

The drinks giant's UK arm, Diageo GB, confirmed today (14 June) that it will cease production of Quinn's fruit ferment and the RTD brands Slate 20 and Archers Vea. The unit said the brands "have not met Diageo's stringent performance criteria", with demand being lower than anticipated.

"We remain passionately committed to delivering genuine innovation into the GB trade," said Elizabeth Finn, head of innovation at Diageo GB. "There are always risks you take with launching new brands, especially completely new types of products like Quinn's. However, innovation remains a hugely profitable area and has contributed over GBP1bn (US$1.97bn) of sales value over the last three years in the beer, wine and spirits category.

"We will continue to look at opportunities to increase this further."

Quinn's, an alcoholic drink made 100% from fruit, was unveiled in March last year as Diageo GB's biggest product launch for five years. The drink was backed by an GBP8.5m marketing campaign. Slate 20 hit the UK on-trade in the Autumn of 2005, before rolling out to the off-trade in early 2006. Archers Vea was unveiled in the first half of last year.