In a joint-venture with Moet Hennessy, Diageo has just launched its pre-mixed cocktail, Smirnoff Ice, in bars in several regions of France.
With a recommended retail price of €5, Smirnoff Ice is 10 to 15 % dearer than a beer.
Diageo is eyeing a national launch of Smirnoff Ice in France’s cafes, hotels and restaurants sector in September. If the pre-mix proves as popular a success as in the UK and Germany it could be retailed from supermarket outlets.
Its arrival on the French market follows close on the heels of the launch of Interbrew’s RTD, Boomerang, for which the Belgian brewer is said to be eyeing sales of 4 million bottles by the end of the year.
The ready-to-drink market has been virtually non-existent in France until now, producers having given up on diversifying into pre-mixes, such as rum-cola, partly due to heavy tax duties levied on them.
Development has tended to centre on aromatic beers segment where Kronenbourg has recently launched “Kronenbourg Spirit” and 1664 “Rhum-Spirit.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
