Gordon and Smirnoff, both Diageo brands, went on the market at the end of 2020, with two new RTD cocktails: Gordon’s Pink Martini and Smirnoff Passion Fruit Martini, two new cocktails that come in 100% recyclable ‘outstanding’ black aluminium cans and aim to capitalize on the growth of the pre-mixed cocktail market. Its launch was made in the United Kingdom with a drink value of £2.
Gordon’s Pink Martini blends Gordons Premium Pink Distilled Gin with raspberry juice and natural berry flavours. Meanwhile, Smirnoff Passion Fruit Martini blends Smirnoff No. 21 Premium Vodka with passion fruit juice and natural fruit and vanilla aromas. The cocktail is slightly carbonated.
Anita Robinson, GB’s chief marketing officer at Diageo, said at the launch: “At Diageo, we continually research and innovate to meet the ever-evolving demands of our customers and consumers. Since 72% of consumers say the spirits brand is important when selecting pre-mixed cocktails, we are excited to launch two expertly mixed cocktails in a convenient format of two of the world’s largest spirits brands”.
