UK – Diageo, the owner of Johnnie Walker and Don Julio, has unveiled a new range of premium ready-to-drink (RTD) bottled cocktails in the UK, dubbed The Cocktail Collection.  

This trio includes a Johnnie Walker Old Fashioned, a Tanqueray Negroni, and a Cîroc Cosmopolitan, each made with one of Diageo’s best-selling brands. With an alcohol by volume (ABV) ranging from 17.5 percent to 20.5 percent, these cocktails are designed to elevate the at-home drinking experience. 

The 500ml bottles, each containing five servings, will be priced at US$19 and are set to hit UK supermarkets in March.  

Diageo aims to cater to diverse consumer preferences by introducing premium RTD cocktails in a 100ml can format, expected to be available in April. 

The launch aligns with the growing trend of “drinking less but better,” appealing to consumers interested in premium spirits and the convenience of enjoying expertly crafted cocktails at home.  

Diageo recognizes the demand for high-quality drinks and aims to simplify the at-home drinking experience for both enthusiasts and novices. 

Nin Taank, marketing manager for RTDs, Diageo GB, said: “We recognize 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 RTD category, particularly cocktails, has experienced significant growth in recent years, with premium offerings leading the market.  

Diageo’s introduction of a meticulously crafted cocktail range addresses the evolving consumer landscape and the desire for sophisticated beverages that can be easily enjoyed at home. 

This UK launch follows Diageo’s introduction of The Cocktail Collection in the US, where it initially featured five expressions.  

The company expanded the range with an Astral Tequila Margarita earlier this month and introduced canned expressions for Cîroc and Smirnoff.  

Diageo’s latest move underscores its strategic focus on meeting consumer demands for high-quality, convenient, and premium drinking experiences in the growing RTD market. 

 

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