Diageo has announced the launch of ‘The Cocktail Collection.’ The collection features five ready-to-drink (RTD) premium cocktails in a ‘convenient and elevated format’ incorporating well-known brands Ketel One vodka, Tanqueray gin and Bulleit bourbon.
Bulleit Manhattan and Bulleit Old Fashioned are already available in the US and now the collection will be bolstered by the addition of Ketel One Vodka Espresso Martini, Ketel One Vodka Cosmopolitan and Tanqueray Gin Negroni.
Nikhil Shah brand director at Diageo said: “Cocktail culture continues to flourish, so it’s only natural that consumers are looking to bring elevated drink experiences into their homes…The Cocktail Collection is here with convenient, bar-quality cocktails from trusted brands, offering a wonderful new way to enjoy holiday celebrations together this year.”
The release of this collection comes after a consumer trend report from online ordering and delivery platform Drizly this summer which found that there is a growing trend for consumers to drink at home rather than at bars or restaurants. In fact, in early September NielsenIQ reported a massive increase in the RTD category, which has grown by 49% this year alone.
Diageo is not the only brand that is seeking to make its mark on the premium RTD market. Companies such as BrewDog, Absolut and Kentucky Coffee released RTD ranges earlier in the year.
The new collection will be available in the US this autumn and will be sold in two sizes: 350ml and 750ml, with an average ABV of 20%, enhancing the bar-grade quality experience.
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