Diageo (UK) has unveiled a range of pre-mixed_spirit-based drinks. The range, called Classic Mix, contains Diageo spirit brands with a mixer & will be available in the UK off-trade in 70cl glass bottles. Aimed primarily at women aged between 25-50, Classic Mix includes Gordon's gin & Schweppes tonic, Smirnoff red vodka, lime & Schweppes soda, Smirnoff vodka & cola & Morgan's Spiced rum & cola. "We expect people to drink Classic Mix when having a night in, when they've just got in from work or with friends," said Samantha Hancock, innovation manager for Diageo GB. The Classic Mix range offers consumers great tasting mixed-drinks that can be enjoyed straight from the fridge. Given the convenience of Classic Mix, retailers can maximise sales by displaying the drinks prominently with other convenient drinks formats such as RTDs & wine. The launch, scheduled for April, will be backed by a GBP1m campaign including a PR programme, in-store and coupon sampling and point-of-sale material. Each drink will have an ABV of 8% and will retail at an RRP of GBP4.99 per bottle. Each bottle contains four 175ml servings
