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Diageo to roll out Parrot Bay cocktails in Europe

DBR Staff Writer Published 26 February 2013

Drinks giant Diageo is all set to roll out a range of ‘freeze and squeeze’ cocktails under Parrot Bay brand in Europe from April 2013.

The range includes three single serve ready-to-drink (RTD) alcoholic cocktails - Berry Daiquiri, Citrus Daiquiri and Pina Colada. These cocktails are sold in a liquid pouch.

Parrot Bay has enjoyed successful run in the US, which forced Diageo to expand the product in Europe. In 2012, the company tried the range in Greece, Belgium and the UK, with successful results.

The range will now be rolled out in Belgium, the UK, Greece, Ireland, Italy, Netherlands, Portugal and Spain in April 2013. In the UK off-trade markets, the full launch will be supported by a £2.1m marketing campaign.

Diageo Great Britain senior innovation manager Louise Robbie said, "The launch of Parrot Bay 'freeze and squeeze' cocktails in the UK is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks during the ever-popular 'casual get-togethers' occasion."

The Parrot Bay ready-to-drink cocktails are priced at £2.49.