Diageo launches vodka spritz in wine bottle
Diageo is targeting younger female wine drinkers with a new RTD vodka spritz served in a wine bottle, called Nola.
Available in Raspberry and Elderflower, Watermelon and Strawberry flavours, the spritz is said to “better meet women’s expectations in occasions where they traditionally default to wine”.
UK drinks giant Diageo is also utilising the low calorie and low strength drinks trends with the launch of Nola, claiming that the RTD has half the abv and 35% fewer calories than a standard glass of Pinot Grigio.
Described as an “industry first”, Nola’s 70cl bottle is designed to emulate the tall, slender shape of a wine bottle, while able to hold carbonated liquids.
“We created Nola after realising how little choice women have for a great tasting, lighter alternative to wine,” said Alice Ponti, Diageo’s senior innovation manager for Western Europe.
“A 12% ABV drink is not ideal on all occasions. Nola has been researched extensively and the consumer response has been consistently phenomenal.”
Ponti added that an all-female group of “liquid scientists” had been enlisted to develop the product to fill a “significant gap in the market”.
Nola, also available in a 25cl can, will launch exclusively in Tesco on 17 June and in Asda on 10 July, before rolling out nationally across the UK from January 2015.
Bottles of the RTD, which has an abv of 6.4%, will carry an RRP of £7.99 while cans will retail for £2.99.
According to Neilson data, the ready-to-serve category is worth £202 million in the UK, with 62% of purchases within the ready-to-drink category being made by women.