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Diageo launches RTDs in the UK
Johnnie Walker owner Diageo is releasing a trio of premium ready-to-drink (RTD) bottled cocktails in the UK, with each expression made using one of its best-selling spirits.
The Cocktail Collection range includes a Johnnie Walker Old Fashioned (20.5% ABV), a Tanqueray Negroni (17.5% ABV), and a Cîroc Cosmopolitan (17.5% ABV).
Each 500ml bottle contains five servings and will be available for £15 (US$19) from March in UK supermarkets. From April, the cocktails will also be packaged in 100ml cans.
Johnnie Walker, Tanqueray and Cîroc are among the biggest selling brands in their respective categories. With the release, Diageo said it is seeking to capitalise on the ‘interest in premium spirits and consumer demand to make cocktails at home’.
Nin Taank, marketing manager for 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.”
Diageo first launched The Cocktail Collection in the US with five expressions and added an Astral Tequila Margarita earlier this month.
The RTD category is one of the fastest growing in the spirits industry and Diageo is making a strong point of tapping into its growth. It launched canned expressions for both Cîroc and Smirnoff this month.
Diageo cited Nielson data taken from 27 January 2024 to show that RTDs are the fastest growing within the total alcohol category in the off-trade, that cocktails have been the fastest growing in the category in the past two years, and premium cocktails have accelerated that growth by 82%.
The company saw disappointing spirits sales for the six months to December 2023, particularly in Latin America, which it blamed on a “worse than expected” consumer environment and high inventory levels.