Diageo is cashing in on demand for brands and convenience with the launch of two RTDs.
The two new SKUs – Gordon’s Pink Martini and Smirnoff Passion Fruit Martini (both 5% abv) – launch this month (rsp: £2/250ml), with an eye to tapping growing demand for convenience, according to Diageo.
The Gordon’s Pink Martini combines Gordon’s Premium Pink distilled gin with raspberry juice and natural berry flavours, while the Smirnoff Passion Fruit Martini mixes Smirnoff No 21 Premium Vodka with passion fruit juice and natural fruit and vanilla flavourings.
Diageo said the RTD cocktails would capitalise on the “rapidly growing premix cocktail market”, while meeting the demands of shoppers looking for branded spirits when selecting premix cocktails.
It follows research by Nielsen in November 2019 that found 72% of consumers said the brand of spirit was important when buying an RTD cocktail.
Diageo GB marketing director Anita Robinson said the supplier was “continuously researching and innovating to meet the ever-evolving demands of our customers” and was “excited to be launching two expertly mixed cocktails from two of the biggest spirits brands in the world”.