Diageo expands ready-to-drink range with new additions

By Éilis Cronin in Alcohol 15th October 2020

Spirits producer Diageo is launching two new pre-mixed cocktails for its Gordon’s and Smirnoff brands.

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Gordon’s Pink Martini (5% ABV) and Smirnoff Passion Fruit Martini (5%) will both be available from mid-October is 250ml cans, retailing at £2.

The cans will also be available in 12x250ml, 8x250ml, and price-marked formats.

Diageo said the cans capitalise on the rapidly growing pre-mix cocktail market, currently in 44% growth.

It said the cans “tap into the growing desire for convenience amongst consumers, as well as a trend towards quality drinks and perfect serves at home or on-the-go

Anita Robinson, GB marketing director at Diageo, said: “At Diageo, we are continuously researching and innovating to meet the ever-evolving demands of our customers and consumers.

“With 72% of consumers saying the brand of spirit is important when selecting premix cocktails, we’re extremely excited to be launching two expertly mixed cocktails in a convenient format from two of the biggest spirits brands in the world.”