Diageo’s Cocktail Collection has quickly risen to the top of the ready-to-serve (RTD) category in Great Britain, according to Nielsen Scantrack data. Within just four months of its launch, the trio of premium bottled cocktails has become the number one product in its category.
Since its debut in March of this year, the Cocktail Collection has continued to gain momentum, leading the way in the RTD market and reflecting the ongoing demand for convenient, high-quality cocktails (source: Nielsen Scantrack). The collection features three iconic Diageo brands, offering a selection of sophisticated ready-to-serve cocktails: Johnnie Walker Old Fashioned cocktail (20.5% ABV), Tanqueray Negroni cocktail (17.5% ABV), and Cîroc Cosmopolitan cocktail (17.5% ABV).
Designed for sharing, social gatherings, or as special gifts, each bottle contains five servings. The range is also available in convenient 100ml can formats. With a focus on trusted brands, premium ingredients, diverse flavors, and exceptional convenience, the distribution of the Cocktail Collection has tripled, attracting shoppers across various channels.
To further enhance the appeal of the Cocktail Collection, Diageo has launched a £2.5 million marketing campaign this summer. This includes TV and digital advertising, as well as mass sampling efforts, reaching over 283,000 consumers. The initial response has been overwhelmingly positive, with 86% of participants enjoying the flavor and 88% willing to recommend the product (source: ‘The Work Perk’ sampling report. June 2024. 8,187 respondents. ‘Hello Fresh Findings’ Report 511 respondents).
In addition to influencer marketing and brand partnerships, such as with Hello Fresh, Diageo plans to activate in-store and online promotions with the creation of POS materials. Nin Taank, RTD marketing manager, expressed excitement about the collection’s success and its role in enhancing at-home cocktail experiences.
The Cocktail Collection is readily available at major grocery outlets, online retailers, and wholesale platforms. Recent listings include Waitrose, Tesco, Morrisons, Sainsbury’s, Asda, Amazon & TheBar.com. Elevate your at-home cocktail experience with Diageo’s premium Cocktail Collection today.
