Syl Saller, the drinks company's global director of brand innovation, revealed to Marketing that although Diageo remained 'highly committed' to global innovation, its future strategy would be to 'test more and launch less'. The company cut back on launches by a third during 2007.
Last year Diageo pulled its premium fruit-based ready-to-drink Quinn's brand after a high-profile £8.5m launch. Saller claimed that part of the reason Quinn's suffered was because it was not tested live. It also pulled two other RTD brands, bourbon-based Slate 20 and Archers Vea.
The drinks firm's strategy on innovation will mark a return to 'experimentation,' added Saller.
Diageo is in the process of testing a Guinness with lower ABV aimed at drinkers who enjoy the taste of the stout but want to retain greater control.
Diageo's most recent successful brand extension has been that of Baileys Flavours variants; Mint Chocolate and Cr?me Caramel are now worth £60m globally.