FEBRUARY 2024 – Diageo continues to spearhead innovation in the spirits sector1 with the launch of a brand-new trio of premium ready-to-serve cocktails in GB. The new portfolio will be available from March in 500ml bottles across grocery and wholesale. The premium RTD cocktails will also be available to the off-trade in 100ml can format from April onwards.
The new stand-out range has been created using three of Diageo’s leading brands, forming the base of premium ready-to-serve RTD cocktails – Johnnie Walker Old Fashioned cocktail (20.5% ABV), Tanqueray Negroni cocktail (17.5% ABV), and Cîroc Cosmopolitan cocktail (17.5% ABV). Each containing five serves, they have been specifically created for sharing and social occasions, or as gifts for special occasions.
The latest launch from Diageo taps into the ‘drinking less but better’ trend, capitalising on the interest in premium spirits and consumer demand to make cocktails at home. For the less experienced at-home bartender, creating bar quality serves can be challenging, but The Cocktail Collection drinks are designed to be poured straight from the bottle or can to make premium cocktails even more accessible. To be enjoyed chilled and served over ice with a garnish of choice, The Cocktail Collection serves are perfect for elevating any mid-tempo, treating, or hosting occasion. The stand-out-on-shelf, premium design displayed across the sharing bottle and cans, showcases the quality of the spirit and captures the essence of each cocktail within the collection.
The RTD category is the fastest growing within the total alcohol category in the off-trade2 and cocktails have been the fastest growing category in the last two years3, with premium cocktails accelerating the growth by 82%4. Introducing this trio of expertly crafted RTD cocktails enables retailers to maximise on the demand for high quality cocktails at home, by providing consumers with options that make premium cocktails easy to enjoy.
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.”
