Amid declining consumption of premium spirits in the U.S. and Europe, brewers around the world are leaving no stone unturned to attract traffic to their stores and boost sales. U.K.-based brewer Diageo plc (DEO) has also undertaken several strategic initiatives to maintain the top line at a decent level, after witnessing volume declines in its key markets in the past couple of years.

Recently, Diageo introduced a sour variation in the vodka category called SMIRNOFF Sours. This includes three strong tangy flavors – Green Apple, Watermelon and Fruit Punch.

SMIRNOFF Sours are packed in bottles, which come in three brilliant neon hues and glow in the dark under the black light. The beverage itself is bright colored and is perfect for shot based drinking. The launch of SMIRNOFF Sours will be supported by digital advertising, PR, in-store point of sale, and on-premise activations.

Like Diageo, innovation has always been an important growth strategy for brewers like Molson Coors Brewing Company (TAP), Constellation Brands Inc. (STZ) and Anheuser-Busch InBev SA/NV (BUD).

Back in June, Diageo announced a third variant of Orphan Barrel — the Rhetoric Whiskey. It is a limited edition craft bourbon, which will be released over the years after the completion of the ageing process. The 20-year old variant is scheduled to release in 2014 while the 21-year old variant will come up in 2015. Older variants will be released gradually.

Diageo, owner of brands such as Johnnie Walker, Smirnoff and Guinness, has also been exploring opportunities to expand geographically through acquisitions. The introduction of new products will boost the company’s top line in the near future.

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