Diageo has extended its product range in lower ABV flavoured spirit drinks with the launch of new Parrot Bay products.
The range includes strawberry, coconut and passionfruit flavours in 70cl variants, which each contain a third of real Caribbean rum and are designed to be mixed with lemonade or cola.
The products launch in November across the off-trade in time for the Christmas party season, and are targeted towards female customers aged 18 to 25.
Helen Hawkings, innovation marketing manager at Diageo, said the new Parrot Bay products would go some way to filling an unmet consumer demand for flavoured alcohol products in the “mid-proof spirits market”.
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