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Diageo takes a Nuvo approach
Nuvo is an intriguing new super premium innovation from The London Group and supported by Diageo. The carbonated blend of vodka, sparkling wine and fruit juices aims to tap into the trend towards cocktails and sparkling wine among fashionable young female consumers. The packaging – which is reminiscent of a fragrance bottle – is sure to appeal to the target.
“Whether it is at a spa or buying a limited edition handbag, today’s women are willing to spend more on themselves,” says Yakoby of The London Group. “Nuvo allows women to pamper themselves with something truly luxurious.”
The product will arrive in selected outlets in New York and Miami next month prior to wider international roll out. Ivan Menezes, president and CEO of Diageo North America comments, “Diageo is always looking for ways to grow its business through breakthrough ideas and innovation. This investment builds on Diageo’s innovation strategy of taking a stake in small and nimble companies like The London Group that can deliver new ideas.”
Ben Grant, 25/04/07