Premium Packaged Spirits
From Wikipedia, the free encyclopedia
Premium Packaged Spirits or PPS is a category of RTD ("Ready-To-Drink") alcoholic beverages in the European marketplace.
Due to negative associations and press with the first wave of RTDs ("Flavoured Alcoholic Beverages") – or alcopops – such as Hooper's Hooch, Spoof and Two Dogs, it was decided that the category would have to be repositioned, with any new products moved away from connotations normally associated with the term "alcopops".
Rather than using the same marketing as the first FABs, drinks companies (such as Diageo) moved the category upscale by developing new drinks as "brand extensions" to established spirit brands. Due to this, Smirnoff Ice was developed by Diageo as an extension to the Smirnoff portfolio of vodka and Bacardi Breezer as an extension to that company's rum.
[edit] America
Due to licensing laws in the United States, these products are not available in their European forms. In that country, the drinks are "malternatives" without the known spirit. This is due to the loophole that allows beers to be sold through stores and not confined to spirits shops.
