The frequently asked question, “What should I have to drink?” was the inspiration for Diageo’s flavored malt beverage (FMB) strategy. This summer’s advertising for Diageo’s Smirnoff Premium Malt Mixed Drinks answers that question featuring a “Fridgetender,” a portable bartender character who appears in refrigerators and coolers at the right time. In addition to Smirnoff Premium Malt Mixed Drinks, Diageo’s FMB lineup also includes the recently launched Jeremiah Weed FMBs and Smirnoff On The Rocks, which is a multi-serve version of the Premium Malt Mixed Drinks.
Diageo was one of the pioneers in the FMB category in the early 1990s when it introduced Smirnoff Ice, the company says. Since then, the segment has expanded to include a number of new brands and products.