DIAGEO is looking to make mixology a little easier with the introduction of draught cocktail systems
The drinks giant introduced the systems, which dispense the Smirnoff Mojito, on a trial basis to 300 outlets late last year, and announced last month that it is planning to expand the trial with 500 more machines in the coming months.
The drink itself is supplied in a bag-in-box which is stored under the bar and connected to a font on the bar top. In addition to the draught system, Diageo is providing outlets with ice crusher machines so that they can offer customers ‘perfect serve’ cocktails.
Each Smirnoff Mojito serve has a 12.5% ABV and amounts to 1.9 units. The system is already established in Spain and Greece, and is also being tested in Portugal. Diageo is also said to be trialling frozen and layered cocktails in some venues.
Meanwhile, bourbon brand Jim Beam has introduced its first ever flavoured variety whose cherry characteristics are said to make it an ideal cocktail base spirit. According to distributor Maxxium UK, the cherry-infused flavour of Red Stag by Jim Beam lends itself perfectly to a range of ‘sophisticated cocktails’.
Cherries are said to have been a natural part of bourbon culture since the 1800s when the classic Manhattan cocktail was born.
Red Stag, aimed at 18-24 year old males, is made with four year old Jim Beam bourbon slowly infused with natural black cherry flavours.
Its launch is being supported by a marketing campaign involving on and off-trade promotions and consumer activity, including sampling at festivals. Listings have already been secured with WaverleyTBS and Matthew Clark.