Diageo puts innovation 'at the heart' of its UK commercial strategy

By Erin Smith

Published: 23 March, 2015

Diageo is stepping up its commitment to innovation as part of a commercial strategy that will see levels of npd boosted across its drinks portfolio.

Andrew Cowan, UK managing director of Diageo said the business recognised innovation needs to be at the heart of its commercial strategy. "At Diageo we want to grow our business by getting people to drink better, rather than more. Today nearly 13% of our business comes directly from innovation. My goal is that in the next five years innovation will account for twenty percent of our business," he said.

As a market leader and one of the largest international drinks companies in the world, it is critical to continually make the Diageo brands relevant to consumers.

"As the industry leader with a portfolio of household name alcohol brands, we have a duty to continually re-invent, refresh and excite consumers. With the new innovations we're launching today, it will be difficult to find a BBQ, picnic, garden party, festival or wedding this summer without one of our brands there helping adults to celebrate," said Louise Robinson, head of GB Innovation at Diageo.

This summer expect new product innovations from some of Diageo's most recognisable brands, including Guinness, Pimm's, Captain Morgan Rum, Cîroc and Smirnoff Ice.

Guiness is launching a golden ale which is the result of The Brewers Project which kicked off in September 2014. The golden ale is set to hit UK shelves next month and it looking at capitalising on the craft beer movement that has taken the UK by storm.

Diageo launches Guinness Golden Ale Diageo launches Guinness Golden Ale

Pimm's Cider Cup will be launching this month through May and is a blend of Pimm's No.1 and British cider. This innovation looks to reach the growing number of cider drinkers and is a twist on two quintessentially English drinks.

PIMM's Cider Cup PIMM's Cider Cup

Captain Morgan white rum will be looking to revitalise the white rum category which has been in decline since 2012.

Captain Morgan White Rum Captain Morgan White Rum

Cîroc will be launching a pineapple flavoured vodka to its range in the UK following a successful launch in the US.

C&icircroc Pineapple Cîroc Pineapple

In the RTD category, Smirnoff Ice Double Black with Guarana is set to launch in Western Europe. Pimm's and Gordon's are set to launch frozen pouches this month in the UK with Pimm's Summer Crush and Gordon's Frozen Cooler.