Diageo Launches Latest Flavored Malt Beverages (FMB) - Twisted V

Diageo, the world's leading premium drinks company, has added a new "twist" to the flavored malt beverage market (FMB), with the introduction of Smirnoff Twisted V (Five), the first line of fruit flavored malt beverages of its kind to be introduced into the US market. Smirnoff Twisted V uses natural flavors to create a unique tasting beverage that is smooth, flavorful and refreshing. It is currently available in four flavors -- Green Apple, Raspberry, Mandarin Orange and Cranberry.

"We are excited to bring Smirnoff Twisted V to the vibrant FMB category," said Michael Ward, Diageo North America. "This new line of flavorful alcohol beverage drinks is an example of Diageo's commitment to innovative products that meet the evolving tastes of our loyal adult consumers."

Twisted V, which features distinct "twisted" packaging will launch a national television and print advertising campaign in support of the new line and will include a social responsibility message that adheres to Diageo's strict marketing code, the strongest in the industry.

The product line launched nationally during this past holiday season in response to strong consumer interest in 16-week trial run in markets across the country. Consumer response from those who tried the brand indicated more than 90% would purchase the brand. Smirnoff Twisted V quickly became the number two selling FMB across these markets and the product launch has highlighted the viability and potential for future volume growth within the FMB category. Smirnoff Twisted V will be manufactured in Diageo's Plainfield, Illinois plant and will be similarly priced to premium beers.