COMMENT: Diageo reforms and reformulates
By Datamonitor | 26 November 2004
ageo will alter the manufacturing process of the Smirnoff Ice to comply with state legislation in Oregon restricting the distilled alcohol content of drinks sold in grocery stores. Although Diageo insists the taste will not change, the case raises questions about whether consumers are buying a drink made to a certain recipe, or a brand image where the product recipe is malleable.
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ageo will alter the manufacturing process of the Smirnoff Ice to comply with state legislation in Oregon restricting the distilled alcohol content of drinks sold in grocery stores. Although Diageo insists the taste will not change, the case raises questions about whether consumers are buying a drink made to a certain recipe, or a brand image where the product recipe is malleable.
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