Casamigos enters RTD space
George Clooney’s Tequila brand has created Casamigos Margaritas, a variety pack of ready-to-drink (RTD) cocktails.
Each RTD features the Diageo-owned brand’s blanco Tequila, natural flavours, triple sec and fruit juice.
The brand has launched four flavours: Passionfruit & Prickly Pear, Guava & Hibiscus, Strawberry & Colima Lime and Classic Lime.
Each non-carbonated 200ml can has an ABV of 10% and contains 135 calories.
The line extension is said to build on the brand’s new marketing campaign, Anything Goes with My Casamigos. The initiative aims to celebrate unexpected connections and friendship.
“The spirit of friendship has always been at the core of Casamigos – from its inception to its name, which means house of friends,” said Roderick Blaylock, vice-president of marketing. “With that spirit in mind, we’re bringing a twist on the best-selling Tequila cocktail in an RTD can, to be enjoyed with anyone, anytime, anywhere. The new Casamigos Margaritas are an invitation to savour effortless moments of connection with friends.”
The variety packs are available in select US states, including California, Washington and Florida. National distribution will roll out in the next few months.
An eight-can pack has a suggested retail price of US$19.99.
“Tequila-based RTD cocktails are driving the next wave of growth in the category, and consumers are looking for trusted brands that deliver both quality and convenience,” said Jamie Young, Diageo’s vice-president of RTD and ready to serve. “With Casamigos Margaritas, we’re bringing a premium experience into the can – backed by the cultural credibility that sets this brand apart.”
In Diageo’s most recent financial results, Casamigos’ full-year sales plunged by 20%, prompting its CEO to take the brand “back to basics”.
In May this year, a class action lawsuit was filed against Diageo, alleging that the company had falsely marketed its Tequila brands as ‘100% agave’ in the US.
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