Diageo to launch Quinn's

03/03/06 This April, Diageo Great Britain (GB) is launching Quinn's™, a totally new type of alcohol drink, into the UK On and Off Trade. The fruit drink where everything, even the alcohol, is made from 100 per cent fruit, is the first of its type. A natural evolution of the RTD category, Quinn's will be known as a fruit ferment blended drink.

Quinn's, developed for people in their mid to late 20's, is Diageo GB's biggest new product launch in five years. The launch will be supported by a marketing campaign worth in excess of £8.5 million in the first year. The campaign will include TV, cinema and digital advertising, PR and below-the-line activity, including in-store sampling.

Quinn's has an ABV of 4% and comes in three flavours - mango & passionfruit, raspberry & blueberry and orange & tropical fruits.  Each bottle contains exactly 1 unit of alcohol and Quinn's tastes best when served chilled in a long glass over ice.

Retailers can maximise sales of this new product by displaying it within the appropriate space in their beer, wines and spirits aisle. Allocating space in line with market performance and separating drinks based on who they are aimed at and when they will be enjoyed, will help decision-making for consumers easier.

Quinn's will initially be available in a 250ml bottle RRP £1.50 and a four-pack RRP £5.79 and a 70cl bottle will be available from September. Quinn’s will be available in supermarkets, off licences, pubs and bars throughout the UK from April 2006.

Diageo Great Britain is the sales and marketing division of the Diageo Group in Great Britain. The Diageo Group is the world's leading premium drinks business, owning such brands as SMIRNOFF®, GUINNESS®, GORDON’S ®, BELL’S ® and BAILEYS®.

Innovation has been pivotal to Diageo Great Britain's growth and there is a strong track record of success in this area over the last few years, including Smirnoff Ice and Baileys Minis. Most recently, Bell's Special Reserve Scotch Whisky, Smirnoff Norsk Vodka, Smirnoff Penka Vodka and J&B–6° Scotch Whisky have all been successfully launched into the GB marketplace. 

http://www.diageo.com/en-row/NewsAndMedia/PressReleases/2006/PressRelease2MarchQuinns006.htm