Smirnoff Ice draught trial

Ireland test for PPS could lead to introduction in UK

Guinness UDV (GUDV) is to trial a draught version of its Smirnoff Ice brand in Ireland which, if successful, may prompt its introduction into the UK.

With competition for fridge space in the PPS market becoming increasingly fierce, GUDV is looking at ways of taking the battle for supremacy in the flavoured alcoholic beverage sector to the bar and has approached a number of dispense companies to come up with a suitable design.

Although a company spokesperson insisted that, as yet, it has no immediate plans to launch Smirnoff Ice on tap in Britain, a positive consumer response to the Irish trial may see GUDV expand the idea into the UK on-trade where Smirnoff Ice is the second biggest premium packaged spirit (PPS) brand, behind Bacardi Breezer.

Nick Hunt, senior trade marketing manager for Bacardi Breezer, said: "It comes as no surprise as a move to the bar is a logical next step, but it is only one of many projects under consideration from our new product development team.

"Around 50 per cent of males still haven't tried a PPS so if this format can help introduce them to the sector that can only help grow the market even further."

This summer, a draught version of Pimms was successfully trialed by GUDV, while in Australia the company recently expanded its Bundaberg Rum brand with the introduction of a pre-mixed rum and cola drink.

The move coincides with Bass Brewer's decision to broaden distribution of its draught version of Vodka Hooch within the student market. Bass Brewers has announced it is to officially introduce Draught Hooch into 72 student union bars after prolonged tests.

"Draught Hooch gives a premium alternative to draught cider and ale lines," said Mark Dignan from the National Union of Students.