Diageo Targets Ready-to-Serve Category With New Cocktail Collection

Diageo is aiming to leverage strong growth in the ready-to-serve segment with a new Cocktail Collection including premixed offerings featuring some of its core spirits brands. The Collection includes a Ketel One Espresso Martini, Ketel One Cosmopolitan, and Tanqueray Gin Negroni, as well as a Bulleit Manhattan and Bulleit Old Fashioned. The latter two are already out in the market while the vodka and gin cocktails are debuting this fall.

“Making cocktails at home, and doing it well, can be challenging for the less experienced bartender,” said Nikhil Shah, brand director at Diageo. “The Cocktail Collection is here to alleviate those concerns with convenient, bar-quality cocktails from trusted brands.” Diageo noted the strong growth at the ultra-premium tier of the ready-to-serve category, which has risen by over 49% in the last year in NielsenIQ channels.

Diageo’s Cocktail Collection is rolling out nationally, available in two large-sized formats: a 350-ml. retailing at $14 and a 750-ml. retailing at $26, serving four and eight cocktails per glass bottle, respectively, with an average abv of 20%. The new offerings will go up against competitors like Beam Suntory’s On The Rocks and William Grant’s Batch & Bottle in the ready-to-serve segment of the rapidly growing premixed cocktail category.—Daniel Marsteller

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