Diageo is extending its Archers Aqua ready-to-drink range with the addition of a fruit-flavoured variant.
The limited edition Fruition, available from this month, combines Archers Schnapps and the flavours of wild cherry, apple and banana. The product is designed to be less sweet in flavour and less carbonated than other fruit RTDs, in a bid to appeal to the older consumer.
Fruition will be supported by a £3.5m marketing spend, including radio advertising, a national sampling programme and point of sale. The extension is the second to the range after the launch of Archers Aqua Exotic Passion in January.
In the spring, however, the company scrapped plans to launch a second brand under the Archers banner, a sparkling wine and schnapps blend, after consumer confusion.
Fruition is available in 275ml singles, four-pack, and a 70cl format with an abv of 5%.
The limited edition Fruition, available from this month, combines Archers Schnapps and the flavours of wild cherry, apple and banana. The product is designed to be less sweet in flavour and less carbonated than other fruit RTDs, in a bid to appeal to the older consumer.
Fruition will be supported by a £3.5m marketing spend, including radio advertising, a national sampling programme and point of sale. The extension is the second to the range after the launch of Archers Aqua Exotic Passion in January.
In the spring, however, the company scrapped plans to launch a second brand under the Archers banner, a sparkling wine and schnapps blend, after consumer confusion.
Fruition is available in 275ml singles, four-pack, and a 70cl format with an abv of 5%.
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