Diageo has discovered what it claims to be an ABV-related gap in the alcohol market, readying the subsequent release of “mid-strength” versions of its Captain Morgan spiced rum, Gordon’s gin and Smirnoff vodka brands.
The trio of 20%-ABV extensions, the packaging for which features the colour teal as “an intuitive cue to the new ‘middle ground’ the category represents”, will go on sale in the coming days on a trial basis through UK multiple retailer Tesco. An SRP has been set for all three of GBP15 (US$20.30) per 70cl bottle.
Due to definition regulations for gin, rum and vodka, all three will be described on their packaging as ‘spirit drinks’. In the UK, the standard strength of Captain Morgan’s Spiced Gold is 35%, while Gordon’s and Smirnoff Red are both at 37.5%.
“Health, wellness and affordability are all driving forces behind moderation behaviours such as zebra striping … and coasting, where drinkers switch to lower-ABV options over the course of an occasion,” Diageo said. “Additionally, we’re seeing the growth of earlier, more relaxed get-togethers, creating a space for mid-strength options to provide consumers with the choice of lighter, longer serves.
“The 20%-ABV range … is designed to create a new space between existing alcohol categories, combining the familiarity of some of Diageo’s best-known brands with a proposition that reflects the increasingly flexible way consumers approach alcohol.”
In late February, almost two months after assuming the CEO position at Diageo, Dave Lewis shared his first impressions of the brand owner, among which were its need to consider “those pressurised consumer wallets”.
“In the mass-market part of the portfolio [priced internally as under $20 per bottle in the US],” he said, “we are significantly underrepresented.”
