Diageo today unveiled a new range of premix products in response to the growing trend towards more moderate drinking occasions. The new premix range – which includes products from leading brands such as Bundaberg Rum, Gordon’s, Pimm’s and Smirnoff – is based on deep consumer insights and category planning and represents the biggest investment Diageo has made in premix for more than 10 years.
David Smith, managing director, Diageo Australia said: “What Australians are drinking, where, and when is changing. Not only are consumers drinking more moderately, they’re looking for drinks that contain less sugar and less alcohol than premix traditionally does.
“The occasions in which consumers are drinking are also changing. While people still love a ‘night out’ for special occasions, the majority of alcohol today is consumed in more casual and relaxed occasions such as at home after work, at a friend’s BBQ or in the pub beer garden on a sunny afternoon.
“Our new range of premix has been designed specifically for these occasions and signals a significant shift for the category. We believe premix is ripe for growth which is why we’re investing so heavily behind it with these great new innovations and supporting marketing campaign,” Smith said.
Diageo will introduce its new range of premix drinks with a $20 million marketing campaign. It will feature individual campaigns for Bundaberg Rum Lazy Bear ‘Refresh Your Lazy Time’, Smirnoff Pure ‘Nothing to Hide’ and Pimm’s Sparkling Cup, which will feature as part of Diageo’s existing ‘Welcome Drink’ campaign with Masterchef’s Matt Preston.
Each campaign will use a variety of channels to communicate the product message including out of home, social and digital, as well as point of sale and in-store sampling.
Bundaberg Rum Lazy Bear will also have a new television commercial which will go to air during the NRL Telstra Football Final Series from 23 September 2016 and will appear on TV and in cinemas throughout summer.
Adam Ballesty, marketing and innovation director, Diageo Australia said: “This is the biggest premix product launch we’ve had in years, which is reflected in the massive marketing campaign we have planned in the lead up to summer. The premix category is ripe for growth and we’re excited to be at the forefront of that with these exciting new innovations.”