Diageo Expands RTD Offering with new Smirnoff and Gordon's Cocktail Premix Innovations

Diageo is launching two new premix cocktails to the off-trade channel. Gordon’s Pink Martini (5% ABV) and Smirnoff Passion Fruit Martini (5% ABV) will be available from mid-October, both with an rsp of £2 per can.

Available in a black 100% recyclable aluminium can, these ready-mixed cocktails aim to capitalise on the rapidly growing premix cocktail market, currently in growth by +43.8%, according to Nielsen data.

GB marketing director at Diageo Anita Robinson said: “At Diageo, we are continuously researching and innovating to meet the ever-evolving demands of our customers and consumers. With 72% of consumers saying the brand of spirit is important when selecting premix cocktails, we’re extremely excited to be launching two expertly mixed cocktails in a convenient format from two of the biggest spirits brands in the world.”