Diageo buys pre-mixed cocktail brand Tipplesworth

Smirnoff vodka maker Diageo has acquired pre-mixed cocktail specialist Tipplesworth and will seek to drive expansion of the brand’s draught system in the UK on-trade.

Diageo is looking to drive its on-trade presence with the acquisition of Tipplesworth

Founded in 2013 by bartender Frankie Snobel, Tipplesworth’s range consists of pre-bottled cocktails that require the addition of spirits.

The brand already partners with Diageo to offer its cocktails on draft in the UK on-trade using proprietary technology. Its Espresso Martini and Passion Fruit Martini are currently available on tap at around 100 outlets across Great Britain, offering “consistent” cocktails served “at speed and at scale”.

Citing CGA data, Diageo said nine million consumers now drink cocktails across 42,000 outlets in Great Britain.

“The acquisition of Tipplesworth brings another great innovation into our portfolio,” said Melissa Wisdom, commercial director for Diageo GB, on-trade. “The increasing popularity of cocktails in Great Britain is one of the trends driving spirits growth and this acquisition means we can now bring great quality ‘on tap’ cocktails to consumers in the on-trade across the country.”

Following the acquisition, Snobel will join the Diageo GB team. The terms of the deal have not been disclosed.