Diageo confirms ABV tweaks
Diageo Australia has confirmed it has reduced the ABV on Captain Morgan, Smirnoff flavours and Ruski RTDs over the past few months.
By James Atkinson
Independent retailers say there has been no mention of margin improvement for them under the new regime, which delivers obvious excise benefits to Diageo.
However a Diageo spokesperson told TheShout the reduction of Captain Morgan Original Spiced Gold ABV from 37.5 per cent to 35 per cent in August was to “bring it in line with the rest of the world”.
“This has enabled us to significantly increase production for the Australian market to keep pace with the considerable growth we have seen in Captain Morgan Original Spiced Gold over the last 12 months (55.4 per cent MAT - Aztec, October 2014),” she said.
Ruski meanwhile dropped from 4.5 per cent to 4 per cent ABV, the spokesperson said, “while at the same time absorbing the latest CPI increase so we could maintain competitive consumer pricing”.
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