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Asahi's Mist Wood Gin RTDs - Product Launch

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Asahi's Mist Wood Gin

Asahis Australian unit said some consumers are not comfortable with mixing their own gin

Asahi's Australian unit said some consumers are not comfortable with mixing their own gin

Category - Spirits, RTD

Available - From this month

Location - Australia

Price - AUD20 (US$15) per 4x32cl pack

Asahi's Australian unit has launched a gin-based RTD brand that targets consumers who don't like tonic. 

Mist Wood Gin is a range of drinks made with gin mixed with sparkling water and fruit flavours. It mainly targets female drinkers aged between 20-35 and comes in four flavours - Grapefruit & Lime, Orange & Bitters, Apple and Elderflower & Lime.

A spokesperson for Asahi Premium Beverages said the flavour profile is ideal for RTD drinkers whose palates are evolving and "are looking for a drink that is not too sweet and more sophisticated". 

The spokesperson added: "Gin is on trend, however not all consumers have had it or are comfortable with mixing it themselves. We also found that a lot of drinkers think they do not like gin because they do not like tonic hence why we created drinks with gin and natural fruit flavours."

RTD is an important category in Australia but sales have slowed in the past few years and companies are investing in innovations. Last month, Diageo's Australian unit announced a AUD20m marketing campaign in support of a new range of healthier RTD products in the country.


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