Diageo puts $20m on the tab as it relaunches pre-mix for healthier generation

September 15, 2016 5:46

Diageo will plunge $20m on marketing a new range of lighter, lower alcohol pre-mix drinks as it undertakes the biggest overhaul of the category in more than a decade.

The premix category has come under pressure as cider has grown in popularity and brewers have introduced lower carb, lower alcohol beers.

By comparison marketers have paid little attention to the pre-mix category as it lost share.

Unveiling the new drive to get consumers interested in premix drinks again, David Smith, managing director, Diageo Australia, said that the category had been given a complete facelift and the relaunch would be backed by a marketing budget of $20m.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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