Diageo taps into mini canned cocktails
Johnnie Walker owner Diageo has launched 100ml canned versions of its Cocktail Collection in the US.
Diageo’s The Cocktail Collection initially launched in 375ml and 750ml bottles, featuring pre-mixed serves such as a Bulleit Old Fashioned, Tanqueray Negroni, and a Ketel One Lemon Drop Martini.
The new canned line-up of the collection comprises five cocktails: Ketel One Vodka Espresso Martini (20.1% ABV); Ketel One Vodka Cosmopolitan (18.3% ABV); Bulleit Old Fashioned (37.5% ABV); Bulleit Whiskey Sour (25% ABV); and Crown Royal Black Cherry Whisky Sour (23% ABV).
Each cocktail is packaged in a 100ml can, which Diageo described as ‘perfectly-portioned’ for on-the-go occasions such as beach days or picnics.
“The best moments happen when people come together – and making a cocktail shouldn’t get in the way,” said Peter Sundry, brand director of The Cocktail Collection.
“The Cocktail Collection was built on the idea that a bar-quality cocktail should be easy to enjoy anywhere.
“This launch is about meeting people where they are gathering most this summer, with a delicious cocktail that tastes freshly made and is ready to enjoy with the crack of a can.”
The cocktails are recommended served chilled. The release comes as premiumisation in the ready-to-drink (RTD) category grows.
The Cocktail Collection Mini Cans come in three formats and are available nationwide in the US.
The formats include: individual 100ml cans (US$4.99), single-flavour four-packs (US$18.99), and a mixed variety six-pack featuring three flavours (US$25.99).
Diageo posted its third-quarter sales earlier this week, with its spirits business in the US suffering a 15.4% drop.
CEO Dave Lewis said that “actions were underway” to address the company’s issues in North America.
Lewis has described the RTD space as “a very significant and profitable opportunity for Diageo”, but the company still “has work to do”.
At the start of April, Diageo named John O’Keeffe as its North America CEO.
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