帝亚吉欧推20度中度酒系列 斯米诺、摩根船长、歌顿三品牌齐上阵
帝亚吉欧宣布以旗下销量最大的斯米诺（Smirnoff）、摩根船长（Captain Morgan）和歌顿（Gordon's）三个品牌推出三款20%酒精度新品，切入「中度酒」这一新兴品类。公司称此举顺应饮酒者日益注重「适度饮酒」的趋势，并援引凯度数据指出，更早、更轻松、适合轻饮长饮的消费场合正在增长。英国零售商Tesco将成为首个试销渠道，计划在250家门店上架。帝亚吉欧首席产品官Mark Sandys表示，消费者希望在不同场合拥有更多选择，包括不同酒精度的选择。
Diageo is tapping into the mid-strength segment with a trio of 20% ABV products under its Smirnoff, Captain Morgan and Gordon’s brands.
Diageo has launched three 20% ABV products under its biggest-selling spirits brands
Diageo said its entry into the ’emerging’ mid-strength category through its core brands will provide consumers with more choice across different occasions.
The trio of spirit drinks also follows a wider trend towards moderation among drinkers, with many alternating between an alcoholic beverage and alcohol-free options over the course of an occasion – a
Diageo cited Kantar data noting growth in earlier, more relaxed occasions where lighter, longer serves are better suited.
The company has put flavour at the centre of the range’s development. The mid-strength version of Gordon’s gin is said to deliver the brand’s signature juniper-forward profile with citrus and botanical notes. At the same time, the Captain Morgan variant offers ‘hints of vanilla, brown sugar and caramel with warming spice’.
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