Diageo rolls out frozen cocktail brand Parrot Bay

Diageo is rolling out a ‘freeze and squeeze’, ready-to-drink cocktail named Parrot Bay in the UK and Europe, in response to soaring frozen cocktail sales in the US.

The frozen alcoholic drink will be available in three flavours (Berry Daiquiri, Citrus Daiquiri and Pina Colada) and packaged in single-serving liquid-pouch containers.

The product is scheduled for an April release following a successful trial with supermarket chain ASDA last year.

“The launch of Parrot Bay ‘freeze and squeeze’ cocktails in the UK is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks,” said Louise Robbie, senior innovation manager at Diageo GB.

Parrot Bay’s launch is in response to 261% increase in the sales of frozen cocktails in the US during 2010/11.

“We have tested Parrot Bay ‘freeze and squeeze’ cocktails in three European countries and seen great results across the board – so now is the time to roll the product out further,” added Robbie.

The new drink will be backed by a £2.1 million marketing campaign including a series of television advertisements from July. The product is also being launched in eight other European countries.