Diageo is expanding its portfolio with the introduction of a premium ready-to-drink (RTD) cocktail collection. This new product line, aptly named the 'Cocktail Collection,' is centered around iconic cocktails and includes a Ketel One 'Vodka Espresso Martini,' a Ketel One 'Vodka Cosmopolitan,' and a 'Tanqueray Gin Negroni.'
Available across the U.S. market, the Cocktail Collection offers consumers two convenient sizes: 350ml for $13.99 and 750ml for $25.99, containing four and eight servings, respectively.
The Cocktail Collection joins the lineup of Bulleit Bourbon's bottled Manhattan and Old Fashioned cocktails, which made their debut last year. Additionally, the brand has innovated by introducing an Espresso Martini machine, which has been distributed to bars throughout the United States.
"The Cocktail Collection is here to alleviate those concerns with convenient, bar-quality cocktails from trusted brands, offering a wonderful new way to enjoy holiday celebrations together this year," said Nikhil Shah, Diageo brand director.
Versatile RTD Cocktails
Diageo Debuts a Ready-to-Drink Cocktail Line Called The Cockail Collection
Trend Themes
1. Premium RTD Cocktails - This trend of introducing a premium ready-to-drink cocktail collection presents an opportunity for disruptive innovation in the beverage industry.
2. Convenient Cocktail Sizes - The availability of two convenient sizes of the Cocktail Collection creates an opportunity for disruptive innovation in packaging and distribution.
3. Expansion of Diageo's Portfolio - Diageo expanding its portfolio with the Cocktail Collection showcases the potential for disruptive innovation in the alcoholic beverage industry.
Industry Implications
1. Beverage Industry - The trend of introducing a premium RTD cocktail collection presents disruptive innovation opportunities for beverage companies.
2. Packaging Industry - The availability of convenient cocktail sizes offers disruptive innovation opportunities for companies in the packaging industry.
3. Alcoholic Beverage Industry - The expansion of Diageo's portfolio with the Cocktail Collection highlights disruptive innovation opportunities within the alcoholic beverage industry.