Diageo shelves Quinn's after poor first-year sales.(Brief article)

Diageo is axing its Quinn's brand, launched only a year ago with an pounds 8.5m marketing campaign, after sales failed to meet expectations.

The fruit-based alcoholic drink is one of four brands Diageo is shelving in the UK because of poor performance. The others are ready-to-drink (RTD) products Archers Vea, a lower-sugar variant of peach schnapps Archers, J&B -6 degs, a clear whisky aimed at younger drinkers, and whisky-and-cola mix Slate 20.

Quinn's launched last July, supported by ads created by Mother. At the time, Diageo said the drink, which uses fermented fruit rather than vodka and juice would attract …