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.

Recommended

Alcopops are tops with kids, survey claims

Marketing Week

Alcoholic lemonade is the second most fashionable drink after Coca-Cola among children as young as 12, says a new report on school children’s attitudes. The findings of the survey by the Media Business Group are further evidence that drinks firms are appealing to children with the marketing and packaging of alcopops brands. It shows the […]

MEASURE OF STRENGTH

Marketing Week

The latest survey from the IPA highlights growing dissatisfaction with the effectiveness of above-the-line methods. But a more discerning clientele could benefit the industry as a whole, pushing agencies to provide better value and a more stre

Camelot gambles on a global scale

Marketing Week

The world’s lottery market is booming and Camelot wants to exploit this by creating an international division. Meanwhile, rival Littlewoods’ latest attempt to compete with Camelot has failed.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now