Diageo is set to launch a trio of premium ready-to-drink (RTD) cocktails in Britain. The new range will be available in 500ml bottles across grocery and wholesale from March, and in a 100ml can format from April.
The range has been created using three of Diageo’s leading brands, forming the base of premium RTD cocktails – Johnnie Walker Old Fashioned cocktail (20.5% ABV), Tanqueray Negroni cocktail (17.5% ABV), and Cîroc Cosmopolitan cocktail (17.5% ABV). Each bottle contains five serves, created for sharing and social occasions, or as gifts for special occasions.
Diageo stated that its latest launch taps into the ‘drinking less but better’ trend, capitalising on the interest in premium spirits and consumer demand to make cocktails at home. The Cocktail Collection drinks are designed to be poured straight from the bottle or can to make premium cocktails more accessible.
The RTD category is the fastest-growing within the total alcohol category in the off-trade and cocktails have been the fastest-growing category in the last two years, with premium cocktails accelerating the growth by 82%.
Nin Taank, Marketing Manager RTDs, Diageo GB, said: “We recognise that consumers are still looking to create quality, memorable experiences at home and The Cocktail Collection innovation in GB provides consumers with the means to easily elevate any occasion – whether they are hosting a dinner party, having drinks and nibbles with friends or treating themselves with a partner in the evening.
“The range is set to revolutionise the way people enjoy drinks at home by providing accessible, premium options – the expertly crafted cocktails mean consumers can pour the perfect serve every time with ease.
“The bottles are perfectly suited for sharing whilst the cans lend themselves to on-the-go occasions. We are really excited about the launch of The Cocktail Collection as it delivers on flavour and versatility and enables people to enjoy popular, bartender-quality drinks at home. We anticipate the new range becoming a drinks cabinet staple or a great gift for a loved one – delivering premium quality cocktails that can be served without the hassle.”
