Diageo has launched a trio of mid-strength versions of its biggest brands in an attempt to capitalise on the moderation trend.
The spirits giant has released Captain Morgan, Smirnoff and Gordon’s at 20% abv in the UK with an RRP of £15 per 70cl across the range.
“When socialising today, consumers want choice and it’s our job to ensure that our brands offer something for every occasion, including different ABV options,” said Mark Sandys, chief product officer at Diageo.
“Consumers expect great taste and quality from brands they know and love and we’ve worked hard to ensure that these new products from Smirnoff, Captain Morgan and Gordon’s deliver the same great flavour, with just less alcohol.”
The products are being launched together as a range with a uniform teal colour across all three bottles in an attempt to give mid-strength spirits its own identity in store.