Diageo launches margarita mix

Related tags Distilled beverage Cocktails Cocktail

Diageo has added its weight to the pre-mix cocktail market with a new Jose Cuervo margarita product.To make a margarita with the mix, barstaff need...

Diageo has added its weight to the pre-mix cocktail market with a new Jose Cuervo margarita product.

To make a margarita with the mix, barstaff need only add tequila to the pre-mixed triple sec and lime. The product is available in kits including a bottle of the mix and salt rimmer.

It joins a host of such pre-mix products on the market, including Funkin, Speaks Mixology and West Eleven. In December, Diageo revealed that it had trialled a system that dispensed draught cocktails.

Two thousand of Diageo's margarita kits will be made available to licensees from April, with more produced in time for June.

A £300,000 marketing spend will see activity supporting the launch running from April through to September, and will include barstaff training on the margarita serve. Point of sale material will also be available.

Jose Cuervo senior brand manager Emma Sherwood-Smith said: "Cocktails have been growing in popularity and the Jose Cuervo Margarita Mix kits will enable licensees to offer one of the most popular cocktails with minimal preparation.

"We have invested a significant budget behind Jose Cuervo Margarita Mix and will be following up this initial burst of activity with further marketing activity later in the year."

Related topics Spirits & Cocktails Ready to Drink

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