Diageo hopes tropical variant launch will boost flagging Archers brand

Diageo is hoping to revive its struggling Archers brand with a new tropical flavoured variant, Archers Vea, which will be launched this summer. It is believed that the launch will be supported by a significant marketing push.

The drinks giant hopes Vea will reignite the ready-to-drink sector, which has been on the wane since its heyday in the late Nineties. Vea will sit alongside the ready-to-drink Archers Aqua, which has recently reported a 31 per cent year-on-year drop in sales (AC Nielsen), and the original Archers Schnapps. Last September Diageo launched Aqua extension Fruitition, a fruit-flavoured cocktail, in a bid to target older consumers. It was backed by a &£3.5m advertising campaign.

Diageo’s market-leading Smirnoff Ice brand is also struggling. Last year Diageo reported a 12 per cent drop in UK sales figures, despite the brand’s &£6m ad budget. In 2003, Diageo withdrew gin-based alcopop Gordon’s Edge from shelves because of poor sales.

Hooch, the flavoured-alcoholic beverage which kick-started the surge in popularity of alcopops in the Nineties, was pulled from shelves by Coors Brewers in 2003 (MW November 6, 2003).


VFB Group appoints ex TUI UK MD

Marketing Week

Former TUI UK managing director Chris Mottershead, who left the company following a restructure last year, has been appointed group chief executive at VFB Group, a holding company looking to buy specialist travel operators.

Jamie Oliver to star in 3G ‘television’ series

Marketing Week

Jamie Oliver could soon be appearing in sponsored television-style cookery programmes shown on mobile phones. The programmes are being marketed to potential sponsors under the title Jamie Oliver’s Three Minute Recipes. It has not been decided whether the series, which will be made available on third-generation mobile phones, will carry the Sainsbury’s logo. The recipes […]


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