Diageo, one of the world’s largest producers of spirits and beers, is launching two new premix cocktails from two of its most loved spirits brands. Gordon’s Pink Martini (5% ABV) and Smirnoff Passion Fruit Martini (5% ABV) will be available to the UK off-trade from mid-October.

Presented in a stand-out black 100% recyclable aluminium can, these ready-mixed cocktails capitalise on the rapidly growing premix cocktail market, currently in growth by +43.8%[1]. The new innovations tap into the growing desire for convenience amongst consumers as well as a trend towards quality drinks and perfect serves at home or on-the-go.

Gordon’s Pink Martini mixes the biggest spirits launch in the last decade[2], Gordons Premium Pink Distilled Gin, with raspberry juice and natural berry flavours for a silky-smooth serve.

Capitalising on the UK’s most popular cocktail in 2019[3], the Pornstar Martini, Smirnoff Passion Fruit Martini mixes Smirnoff No. 21 Premium Vodka with passion fruit juice and natural fruit and vanilla flavourings. The cocktail is lightly carbonated for the perfect serve.

Anita Robinson, GB Marketing Director at Diageo, 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[4], 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.”

Gordon’s Pink Martini and Smirnoff Passion Fruit Martini will be available from mid-October. RSP: £2 per can.

[1] Nielsen MAT 11.07.20

[2] Based on £RSV in the first 14 weeks since launch in the off-trade only. Data provided from Nielsen Scantrack and dated back to 1 June 2007

[3] CGA Mixed Drinks Report Q1 2019

[4] Nielsen RTD research Nov 2019

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