US: Miller and Allied unveil RTD propositions
Miller Brewing Company and Allied Domecq today unveiled the details of their RTD joint venture in the US market.
The companies will be launching two beverages - Stolichnaya Citrona and Sauza Diablo - and each will be available in selected markets from May and nationwide from June.
The roll out will be supported by an integrated marketing campaign including on- and off-premise promotional activities, as well as television, radio, print and outdoor advertising that will debut from May.
In a statement Allied and Miller explained: "Stolichnaya Citrona goes head-to-head with other brands competing in the emergent flavoured malt beverage category. It offers a crisp and refreshing blend of citrus and other natural flavours containing Stolichnaya vodka, creating a beverage preferred over competitors in consumer taste tests."
Meanwhile, Sauza Diablo was described as " the first flavoured malt beverage with natural flavours containing tequila and margarita-inspired citrus flavours."
Denis McGarry, head of Miller's business development said: "With Stolichnaya Citrona and Sauza Diablo, we are expanding our offerings in the malt beverage category with authentic flavours of Allied Domecq's premium spirits brands.
"People are looking for more choices in this rapidly growing segment. Since Stolichnaya and Sauza are top performers in their respective spirits categories, we believe adult legal drinking age consumers will be drawn to the attitude and mystique of our new flavoured malt beverages."
Allied CEO Philip Bowman said: "Our portfolio of premium brands appeals to adult legal drinking age consumers who are as diverse as their drinking occasions.
"We see this introduction as a tremendous opportunity for Allied Domecq and Miller Brewing to build and extend brand visibility with and beyond our core audience."
Stolichnaya Citrona and Sauza Diablo will be brewed and distributed by Miller in the US.
Stolichnaya Citrona's packaging incorporates Stoli's authentic Russian-inspired clear bottle and red and gold graphics.
Sauza Diablo features dark "devilishly unique" packaging with Sauza's signature logo. Available in 6-pack bottles, 12-pack bottles and 24-bottle cases, both Stolichnaya Citrona and Sauza Diablo contain 5% alcohol.
The flavoured malt beverage category is the fastest-growing segment in the wine, beer and spirits industry, growing 26% in 2001 and expectations of 108% growth in 2002 according to Morgan Stanley Forecasting.
Companies: Allied Domecq
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