Fermented fruit invigorates the ready to drink market
In the all-important eye of the consumer, alcopops have a less than healthy image, while fruit is perceived to be the linchpin of a good diet. Drinks giant Diageo Great Britain (Diageo GB) has come up with a compromise between the two: an alcoholic fruit drink, made from 100% fruit.
The fruit ferment blend known as Quinn's has been developed for people in their mid to late 20's and has an ABV of 4%.
Stephen White, innovation marketing manager for Diageo GB says: "Much in the same way wine is made from grapes and cider from apples, the alcohol in Quinn's is made using only premium-quality fruit."
The drinks come in three flavours - Mango & passionfruit; Raspberry & blackberry; and Orange & tropical fruits. Each 250ml bottle contains one unit of alcohol and retails at £1.50, while a four-pack costs £5.79. Quinn's will also be available in a 70cl bottle by September.
The product launch, Diageo GB's biggest in five years, is being supported by an £8.5M marketing campaign. The firm is promoting Quinn's via cinema, television and digital advertising as a drink to be consumed immediately after work or at weekends.
