Diageo trio hit the right notes

Diageo’s trio of premium ready-to-serve (RTD) bottled cocktails, the ‘Cocktail Collection’, has become GB’s number one product in the RTD category within just four months of launch, according to Nielsen Scantrack.

Since launching in March of this year, the Cocktail Collection has gone from strength-to-strength, spearheading the category, demonstrating the ongoing demand for convenient premium cocktails (source: Nielsen Scantrack).

The range encompasses three of Diageo’s leading brands, forming the base of premium ready-to-serve RTD cocktails – Johnnie Walker Old Fashioned cocktail (20.5% ABV), Tanqueray Negroni cocktail (17.5% ABV), and Cîroc Cosmopolitan cocktail (17.5% ABV).

Each containing five serves, they have been specifically created for sharing and social occasions, or as gifts for special occasions. The portfolio is also available in 100ml can formats. Distribution has tripled, attracting shoppers with its trusted brands, premium ingredients, diverse flavours and exceptional convenience.

This summer, a £2.5million marketing launch campaign has kicked off across TV, digital platforms and social media. Including a mass sampling campaign due to reach over 283,000 consumers, with outstanding initial results – 86% of consumers sampled enjoyed the flavour and 88% would recommend this product (source: ‘The Work Perk’ sampling report. June 2024. 8,187 respondents. ‘Hello Fresh Findings’ Report 511 respondents).

Diageo is looking to appeal to more adults during more occasions through a heavy weight influencer marketing campaign reaching over 7 million followers and brand partnerships including activity with Hello Fresh. There will also be activations across the off-trade and online through the creation of POS material.

Nin Taank, RTD marketing manager said: “We know that consumers are still looking for ways to create quality, memorable experiences at home, and The Cocktail Collection has been developed specifically to provide people with an easy way to elevate these moments.

“We have been bowled over by the response so far and the success of the collection truly demonstrates the vibrancy of the premium cocktail and RTD trends. Whether you’re looking for a gift for a loved one, having a dinner party with friends or want to treat yourself and your partner; the range aims to revolutionise the way people enjoy cocktails at home, as well as enable people to pour the perfect serve every time without the hassle.”

The bottles are widely available across major grocery channels, online and wholesale – recent listings include Waitrose, Tesco, Morrisons, Sainsbury’s, Asda, Amazon & TheBar.com.

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