Diageo North America has launched a new Smirnoff-branded FAB in the US.

The North American unit said on Friday (11 May) that Smirnoff Source, which has been initially rolled out in the north-east of the US, will target modern adults who are looking for an alternative to domestic beer. The 3.5% abv blend of spring water and alcohol will retail at around US$10 for a 16oz 4-pack.

The Smirnoff Source launch will be supported by a marketing plan including a TV and digital advertising push in July and point-of-sale displays and visuals in stores this month.

"(Smirnoff Source) responds to consumer demand and answers alcohol policy groups' desires to bring a lower-alcohol beer product to the marketplace," said Diageo executive vice president Guy Smith.

The product will be available in 15 north-eastern US states including Michigan, Ohio, West Virginia, New York, Pennsylvania, Maryland, Delaware, Washington, DC, Connecticut, Massachusetts, Rhode Island, Vermont, New Hampshire and Maine. Source will also begin appearing in nightclubs in Las Vegas, Los Angeles and Miami.

Speaking at an investor conference in London, last month, Diageo said that it intends to reshape and reinvest in its leading brands, reflecting growing trends of individual expression in the consumer market.