Diageo is to roll out a range of single-serve ‘freeze and squeeze’ cocktails across the UK.

The Parrot Bay ready-to-drink range will be rolling out nationally in April following trials in Asda stores last year and rapid growth in the US frozen cocktails market.

Sold as an ambient liquid in pouch packaging, the cocktails are designed to be frozen before consumption. The 4.7% abv products will be available in three flavours: Berry Daiquiri, Citrus Daiquiri and Pina Colada, with an rsp of £2.49 for 250ml. The company would be supporting the launch with a £2.1m ad push including TV that goes live in July.

“Following explosive growth of frozen alcoholic cocktails in the US we have tested Parrot Bay cocktails in three European countries and seen great results across the board,” said Diageo senior innovation manager Louise Robbie, adding that the brand would be launching in eight countries in Europe.

Diageo hoped Parrot Bay would bring some excitement to the spirits market, and open up new sales opportunities for the off-trade, she added.

The RTD category has been hit particularly hard by the fall in sales of alcoholic drinks. Overall RTD value sales have been static year-on-year, but volume has fallen 6.4% [Nielsen 52 w/e 13 October 2012].

Manchester Drinks launched a similar product to Parrot Bay last April. MyCocktails are also designed to be frozen before consumption and are available in Strawberry DaiqGOri and Lime MarGOrita flavours in a four-pack of 300ml pouches (rsp: £9.99).

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