IDV pitches crushed-ice cocktail against alcopops

IDV is testing a new range of frozen cocktails with the consistency of crushed ice.

The ready-made cocktails, called Ice Breakers, come in sachets and are being tested in a limited selection of Safeway stores. There are two versions, Screwdriver and Strawberry Daiquiri, and they have an alcoholic strength of 5.5 per cent by volume.

IDV says it has not yet decided whether to launch the drinks nationally and will wait until the end of the year before making a decision.

The move is a significant development in the mixers market, which is trying to position its products as alternatives to alcopops.

The mixers have not attracted the same level of controversy as alcopops because they are aimed at a more adult market.

IDV has an active new product development programme. It has launched mixer versions of Southern Comfort, a 50 per cent proof version of the drink, and a brand extension to its Croft sherry range called Croft Lyndon.

In a separate move, First Brands, which distributes Virgin Vodka, is preparing to launch a limited edition blue bottle for the drink in the run-up to Christmas.

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