Diageo to roll out Parrot Bay frozen cocktails25th February, 2013 by Andy Young
Diageo has announced plans for a national roll out of Parrot Bay “freeze and squeeze” cocktails, following a successful trial in 2012.
The cocktails will be available nationwide from April and the range comprises single serve, ready-to-drink cocktails in three flavours: Berry Daiquiri, Citrus Daiquiri and Pina Colada. The cocktails are frozen before consumption and come in a liquid pouch format.
Louise Robbie, senior innovation manager at Diageo GB, said: “Following explosive growth of frozen alcoholic cocktails in the US, we have tested Parrot Bay ‘freeze and squeeze’ cocktails in three European countries and seen great results across the board – so now is the time to roll the product out further.
“The launch of Parrot Bay ‘freeze and squeeze’ cocktails in the UK is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks during the ever-popular ‘casual get-togethers’ occasion.”
The launch of the Parrot Bay cocktails, which will have a £2.49 RRP, will be supported by a £2.1 million through-the-line marketing campaign, including TV advertising in the UK. The frozen cocktails will also be sold in eight other countries across Europe.