Diageo has added to its Draught Cocktail offering with a new Captain Morgan Strawberry Daiquiri (10% ABV).
Using GB’s number one rum-based spirit, this latest variety joins Diageo’s Draught Cocktail range alongside Smirnoff Passion Fruit Martini, Smirnoff Espresso Martini and Gordon’s Pink Martini, catering to the growing demand for cocktails serves with the convenience of speed.
There has been a surge in cocktail popularity as consumers opt for something different that they can’t replicate at home, with 62% of consumers believing it is important that pubs serve cocktails – and 84% of consumers who have purchased Draught Cocktails stating that they are likely to order them again.
Diageo claims its system is capable of making six cocktails in the same time it can take to make one by hand.
Commercial director, Catharina von Franck, said: “As consumers look for consistency, quality and speed of service, expanding our range by adding an on-trend, rum-based spirit drink cocktail was a logical step.
“It’s important that we help our customers offer choice and provide quality Draught Cocktail variants that appeal to their consumers. When it comes to quality, we also know people tend to navigate towards brands they know and trust – something that we are able to provide – and research has shown that the brand of spirit is important to 72% of consumers when selecting premix cocktails.”
A spokesperson from Market Place, London, commented: “Draught Cocktails have been a great addition to our existing cocktail line. The quality is easily comparable to hand-made cocktails, and we feel the attractive font on the bar has helped drive sales.
“Staff love the speed of service, and we feel customers appreciate the consistency of taste and presentation. With ongoing staff shortage problems in the trade, they have helped us maintain a high-quality cocktail line with very little training. I’ve also been able to keep an attractive gross profit while having to stock less lines to achieve the same goal.”
