Rsp: £13.99 for 70cl
Competition: Whyte & Mackay VnC Cocktails, Sun Beach Cocktails
The sell: As Brits increasingly indulge in at-home mixology, Diageo predicted the Smirnoff Perfect Pour Cocktails would “explode” the fledgling pre-prepared cocktail category.
The consumer
The Cosmopolitan smells and tastes far too sweet, reminiscent of medicine with an unpleasant viscous texture. The cocktail lacks the nuance of a Cosmopolitan made in a bar. Instead it tastes like someone has just mixed vodka and cranberry juice, which at that price you can do yourself. The packaging is stylish and would prompt me to pick it from the shelf; I just wouldn't buy it again. Two stars (out of five)
Jennifer Burraston, actress, London
The packaging is strong, distinctive and very upmarket, and the liquid has a clear, bright crimson colour and a deep fruity aroma. The anticipation is let down by the slightly unbalanced taste. Consumers will give it a try, the concept creates a needed new premium tier to cocktails and it's ideal for the party season. But will they repeat purchase? Three stars
Steve Howarth, trading controller for beer, cider & spirits, Spar
Diageo is hoping to tap into the growing popularity of home cocktail-drinking. But they've missed the mark with this sickly-sweet drink. At 70cl and 12.5% abv it is the same size and strength as a bottle of wine, but at £13.99 rsp it is far more expensive. I took this to dinner with four friends who fit Diageo's target audience and none said they would buy it. One star
Catherine Dawes, Focus On features editor
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