Diageo launches vodka-spritz for female wine drinkers16th June, 2014 by Patrick Schmitt
Diageo has launched a fizzy, fruit-flavoured vodka in a wine bottle to entice women looking for “a lighter alternative to wine”.
Called Nola, the product is a “vodka spritz” aimed at meeting women’s “expectations in occasions where they traditionally default to wine,” according to the multi-national drinks group.
“We created Nola after realising how little choice women have for a great tasting, lighter alternative to wine,” said Alice Ponti, senior innovation manager for Western Europeat Diageo.
“A 12% ABV drink is not ideal on all occasions. Nola has been researched extensively and the consumer response has been consistently phenomenal,” she added.
Nola is available in in raspberry & elderflower and watermelon & strawberry flavours and comes in a 70cl bottle, as well as a 25cl can, with rrps of £7.99 and £2.99 respectively.
Diageo claims that the bottle is an industry first which has been specifically designed for Nola to emulate “the tall, slender, sophisticated shape of a wine bottle, while being able to hold carbonated liquids”.
Nola will be stocked exclusively in Tesco stores from 17June and in Asda stores from 10 July, with the product being rolled out nationally from January 2015.