Diageo, the British multinational alcoholic beverage company, has launched a new line of products that target the mid-strength segment. The move is intended to provide a greater range of alternatives to people who want to exercise moderation in their drinking. The new line of products will be deployed through its three major brands, Smirnoff, Captain Morgan, and Gordon’s. From ABV and Price to where it is debuting, here are all of the other important details that you would need to know about these products.
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All three of these newly launched mid-strength products will have an ABV of 20 percent. They will all debut in Tesco, and all 250 stores of the chain will be its first retailers. A 700 ml bottle of the mid-range will be priced at £15 (INR 1,939).
In a press release that was shared recently, Mark Sandys, chief product officer at Diageo, said: “When socialising today, consumers want choice and it’s our job to ensure that our brands offer something for every occasion, including different ABV options. Consumers expect great taste and quality from brands they know and love, and we’ve worked hard to ensure that these new products from Smirnoff, Captain Morgan and Gordon’s deliver the same great flavour, with just less alcohol.”
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Smirnoff products with low-alcohol content have a clean and smooth finish, and have subtle citrus and grain characteristics. The low-alcohol Gordon’s Gin, on the other hand, delivers its signature juniper flavor while also giving botanical and citrusy notes. Captain Morgan’s low alcohol variant offers hints of brown sugar, vanilla, and caramel with warming spice.
Diageo was also the first major company to scale non-alcoholic beverages. It has non-alcoholic versions of Gordon’s, Tanqueray, Captain Morgan, and Guinness. This launch was made keeping in mind drinking trends like zebra-striping.
Zebra striping is the trend where drinkers alternate between alcoholic and non-alcoholic beverages to exercise moderation.
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The new line of beverages is aimed at people who are leaning more toward moderation in their drinking. By thus furnishing people with a wide range of drinking options, it is hoped that each person can have something that suits their desires and wants. This is a further indication of the growth that lower alcohol spirits have had in the recent past.
