Diageo strengthens presence in RTD market with Captain Morgan Sliced 

US –  British multinational alcoholic beverage company Diageo has added to its Captain Morgan brand portfolio available for sale in the US market a new line of canned malt-based cocktails dubbed Captain Morgan sliced.

The cocktails come in four varieties: Pineapple Daiquiri, Strawberry Margarita, Passionfruit Hurricane, and Mango Mai Tai. 

Laura Merritt, Diageo’s chief marketing officer, said in a statement that the company sought to shake up the canned beverages category with a unique offering hence the launch of malt-based RTD drinks. 

“We didn’t just want to introduce another new canned drink – we wanted to slice through the ordinary with an offering that complements the adventurous spirit of our consumers,” said Merritt. 

Captain Morgan Sliced is the latest expansion for the brand in the ready-to-drink beverages category after it launched rum-based premium canned cocktails in collaboration with The Vita Coco Company last year. 

Recently, Diageo unveiled cocktail additions to other major brands in its portfolio. The Smirnoff brand launched Smirnoff Smash Vodka Soda, which has an alcohol by volume (ABV) of 4.5% in the United States. 

The Cîroc brand also launched two new additions in its RTD category with Summer Citrus and Tropical Passion. Both variants are mixed with sparkling lemonade and carry a 5% ABV. 

In the premium RTD category, Diageo launched Johnnie Walker Old Fashioned, a Tanqueray Negroni, and a Cîroc Cosmopolitan, each featuring 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. 

Diageo’s foray into the RTD market reflects its strategic response to the growing demand in the alcohol industry. 

The space is set to be worth US$2.3 billion by 2030 and increase at a compound annual growth rate of 14.3 percent, according to a projection from Vantage Market Research. 

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