Guinness UDV has intensified its battle with Bacardi-Martini for control of the premium packaged spirit (PPS) category with the launch of a new PPS targeted solely at females.
In a direct challenge to Bacardi Breezer, UDV has unleashed Archers Aqua, a four-flavoured PPS range from its leading schnapps brand. The latest addition to the UDV stable is aimed specifically at the adult female market and is designed to complement UDV's Smirnoff Ice, marketed predominantly at the male PPS drinker.
UDV UK innovations director Beverley Brozsely said: "The PPS category has experienced fantastic growth and is now more than four years old and is still growing by 90 per cent. The marketplace is ready to mature and our consumer research identified the opportunity for a stylish female PPS."
Available in orange, peach, lime and cranberry flavours with an ABV of 5.5 per cent, Archers Aqua will be rolled out nationally in May, supported by a £10m marketing investment that will include a major female-oriented advertising and sampling campaign to coincide with the peak summer period.