Diageo is planning the roll-out from April

Diageo is planning the roll-out from April

Diageo has announced the roll-out of its RTD cocktail range Parrot Bay across eight European countries. 

The brand, launched in the US last July, will be released in the off-trade in the UK, Ireland, Belgium, Greece, Italy, the Netherlands and Portugal in April. It follows a trial in the UK, Belgium and Greece last year, Diageo said yesterday (25 February). 

Parrot Bay, packaged in a frozen liquid pouch, comes in three flavours: berry daiquiri, citrus daiquiri and pina colada. 

In the UK, the launch will be backed from July by a GBP2.1m (US$3.2m) through-the-line campaign, including TV advertising. 

Expert analysis

West Europe Beverage Forecasts September 2012

West Europe Beverage Forecasts September 2012

Latest historical and forecast consumption trends for key beverage categories in 16 West Europe markets.Aggregated totals for non-profiled countries are also given to obtain a complete regional pictur...read more