Diageo launches ready-to-serve cocktail dispense system using Rapak's bag-in-box technology; range includes Smirnoff, Pampero, Cacique mojitos, will be distributed across 11 European countries

Lorena Madrigal

RUGBY, England , November 1, 2011 (press release) – Diageo, leading premium drinks business, is launching a new ready-to-serve cocktail dispense system using Rapak bag-in-box technology.

Smirnoff Mojito in bag-in-box is a simple, convenient solution allowing bars to serve high quality cocktails. The solution is an easy plug n play system for bars and does not need any technical expertise in draught systems or cocktails

While the cocktails category is experiencing huge growth across Europe, this growth is limited by two factors: firstly the time and expertise required by bar staff to create the perfect cocktail and secondly the high price point charged to consumers. Smirnoff Mojito unlocks the cocktail opportunity as it enables bars to serve consistently high quality cocktails at a reasonable price point, quickly and without the need for highly trained bar staff.

The bag is easily incorporated into the dispense system for trouble-free serving and can be fitted quickly by staff with no technical knowledge. The proven bag-in-box filling system ensures a hygienic transfer of product while newly developed additive free polyethylene film combined with a polyester laminate provide a flavour neutral contact layer and effective barrier protection for extended shelf.

The cocktail range offers 67 servings per pack and will be distributed in 12,000 bars and restaurants across 11 countries in Europe. It includes Smirnoff Mojito, Pampero Mojito and Cacique Mojito and enables the Smirnoff brand to widen its product footprint and drive sales in new consumption.

Central to this commercial success is the cost efficiency, operational simplicity and effectiveness of the bag-in-box packaging solution.

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