Diageo Introduces Low-Alcohol Malt Beverage with Spring Water

NEW YORK - Alcoholic beverage supplier Diageo North America yesterday introduced a new premium malt beverage that combines pure spring water with alcohol.

The new beverage, called Smirnoff Source and currently in stores in 13 Midwest and East Coast states plus the District of Columbia, is 3.5 percent alcohol by volume and features a hint of citrus. Diageo, which unveiled the new product during a press event at the Runway nightclub here, said the flavored malt beverage (FMB) has fewer calories and lower alcohol by volume than most popular domestic beers.

Smirnoff Source contains pure spring water and a malt-based alcohol. With a suggested retail price of almost $10 for a 4-pack, it was developed to provide adult consumers with an ultra-premium alternative to domestic beer, said Diageo.

"This new lower-alcohol malt beverage delivers to consumers an ultra-premium product with the cache and provenance of the Smirnoff Brand," said Mark Breene, v.p., Diageo Progressive Adult Beverages. "We are creating a new experience for adult consumers with a lower-alcohol product that fits in with today's contemporary adult lifestyle."

Source is available at mass retail in the states of Michigan, Ohio, West Virginia, New York, Pennsylvania, Maryland, Delaware, Washington, DC, Connecticut, Massachusetts, Rhode Island, Vermont, New Hampshire, and Maine. It is also available in nightclubs in Las Vegas, Los Angeles, and Miami.

Diageo will support the launch of Smirnoff Source with an integrated marketing plan including a new TV and digital advertising campaign in early July, and new point-of-sale displays and visuals in stores this month.

UK-based Diageo's brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard, and Sterling Vineyards wines.
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