Cinzano unveils Spritzz Up drink

Cinzano is launching its first extension to the brand in 144 years in a bid to attract a younger generation of drinkers.

The new wine-based drink, called Spritzz Up, is being positioned as an RTD even though it requires a mixer.

The 14.5% abv tipple is made from a blend of Italian wines, which are fortified and mixed with herbs and spices.

The two varieties: Fruity Wine and Cheeky Red, are aimed at women aged 18 to 30.

UK marketing manager for Cinzano, Karen Crowley, said: "Spritzz Up is a hugely innovative product in an entirely new category.

"We've looked at the market, done our research and believe there's a sizeable opportunity for a wine-based drink that you mix with lemonade or tonic in large wine glasses over ice.

"It offers a high-quality alternative to RTDs or alcopops with a more accessible taste and lighter style than conventional wine."

She added that while consumers were aware of Cinzano, thanks to its high-profile campaign in the late 1970s and early 1980s starring Leonard Rossiter and Joan Collins, younger adults had never had an incentive to buy the brand.

She hopes Spritzz Up will redefine what Cinzano means to this generation.

The drink will initially be available in the off-trade.

However, Fior Brands, which markets and distributes the drink in the UK, is planning to launch into the on-trade later this year.