Diageo has bought UK-based cocktail mixer maker Tipplesworth to drive outlet expansion for the draft cocktail partnership between the two companies in the on-trade.
Founded in 2013 by Frankie Snobel, Tipplesworth has its espresso martini and passion fruit martini cocktails available on tap in around 100 outlets across Great Britain, with the number set to “increase significantly” through the festive season.
London-based Tipplesworth’s proprietary liquid technology allows pre-mixed cocktails to be served at scale in the on-trade.
“The acquisition of Tipplesworth brings another great innovation into our portfolio,” said Melissa Wisdom, commercial director Diageo GB – on-trade.
“The increasing popularity of cocktails in Great Britain is one of the trends driving spirits growth and this acquisition means we can now bring great quality ‘on tap’ cocktails to consumers in the on-trade across the country.”
Tipplesworth’s mixer portfolio includes passion fruit martini and espresso martini variants.
As part of the deal, Snobel, who developed Tipplesworth’s liquid technology, will join the Diageo GB team.
“I’m thrilled to be joining Diageo, there couldn’t be a better place for us to continue growing the draft cocktail business to the next level,” she said.
Last month, Tipplesworth launched Festive Punch as a new seasonal product. Using a base of orange and apple juice, the drink combines sloes, orange peel and lapsang souchong tea, as well as maple, cinnamon and cloves.
© FoodBev Media Ltd 2019