Slate 20's future uncertain as Diageo reviews RTDs

Diageo is reviewing the future of a handful of brands, including its RTD portfolio as the sector's performance continues to slide.

The company is currently deciding the fate of its most recent RTD launch, Slate 20, which came onto the market in August 2005 with a £2m package.

Aimed at 20 to 30-year-old men, the blended-bourbon mixed with ginger and lime drink has struggled, according to pub company buyers, and Diageo is looking at its long-term future.

The drinks giant has also been looking at the RTDs it sells in the Archers range. It plans to continue offering Archers Aqua but Archers Vea - the low-sugar range intended for women, launched in 2005 - has been axed.

Vea took 18 months for Diageo to develop and was rolled out in the UK with a £4m budget, following its success in Australia and South Africa.

Another recent addition to Diageo's range, Gordon's Distiller's Cut is also being reviewed.

However, Diageo denied its innovation programme was struggling.

In a statement to the MA, the company said: "As you would expect, Diageo is constantly monitoring the marketplace and talking to both consumers and commercial partners to help identify new opportunities and trends in the drinks industry to grow our respective businesses.

"We are currently reviewing the performance of Slate 20. While this review is ongoing it continues to be sold in the on and off-trade.

"Diageo remains committed to product innovation within our core categories, as well as developing new dispense, serve and merchandising solutions, and will continue to invest in existing brands and new innovation to drive the drinks industry forward."