Global Spirits Giant Diageo Hops on the Ready-to-Drink Trend With Bottled Negroni, Espresso Martini and More
Diageo adds a trio of bottled cocktails to its ready-to-drink collection. (Photo: Diageo)
In response to the flourishing cocktail culture and the burgeoning demand for elevated drinking experiences, Diageo, the global spirits giant behind top brands like Johnnie Walker, Guinness and Captain Morgan, has unveiled a range of ready-to-drink (RTD) cocktails. Dubbed “The Cocktail Collection,” this new assortment comprises three well-known classic cocktails, including a Ketel One Cosmopolitan, a Ketel One Espresso Martini and a Tanqueray Negroni.
The RTD trio joins Diageo’s bottled Bulleit Bourbon Manhattan and Old Fashioned cocktails, which made their debut last year. According to the brand, the concept behind The Cocktail Collection is to provide an effortless means for individuals to enjoy professionally crafted cocktails within the comforts of their homes, particularly during festive occasions and gatherings.
“In the beginning stages, we conducted a huge deep dive on these particular serves at on-premise locations across New York City,” said Diageo Brand Director Nikhil Shah, per BNN Bloomberg.
“We focused on high-end cocktail bars in Manhattan and Brooklyn. From there we worked with our internal bartenders to lean on their expertise and guidance. This allowed us to craft approachable cocktails that not only met consumer expectations but also make these liquids deliciously complex and unique to each brand.”
The Cocktail Collection is readily available across the United States and is offered in two formats: a 350ml bottle priced at $13.99, ideal for four servings, and the larger 750ml bottle priced at $25.99, which serves up to eight portions.
According to BNN Bloomberg, Diageo is planning to add a margarita to its RTD collection in spring 2024.
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