Scottish Courage, which brews John Smith’s, is to enter the alcoholic ready-to-drink (RTD) market with the launch of Bliss, a wine-based premium packaged drink to rival Bacardi Breezer and Smirnoff Ice.
Scottish Courage claims Bliss will be the first wine-based RTD in the market, and will be aimed at 18- to 34-year-old women.
The move follows a decline in the overall beer market, Scottish Courage’s core sector. Marketing manager for innovation Fiona Vernon says: “There are fewer brand-loyal beer consumers, so we have to look at the bigger picture.”
Bliss will be launched on April 21 in Newcastle, prior to a national roll out. The launch will not, at least initially, be supported by an above-the-line ad campaign and the drink will be available only through bars and late-night venues.
Bliss will be launched in two flavours: Bliss Berries and Bliss Exotic.
Scottish Courage recently promoted group marketing director Tony McGrath to take on the additional role of managing director of the company’s on-trade business. Last week, it appointed Seagram executive president for Europe, the Middle East & Africa Tony Froggatt as its chief executive.