International spirits company Diageo is adding two new ready-to-drink (RTD) brands to its rapidly rising lineup of canned cocktails. Gordon’s Pink Martini and Smirnoff Passion Fruit Martini are scheduled to hit UK stores this month.

Both cocktails contain five percent ABV and will be sold in 250 ml cans. The suggested retail price is £2 per can.

Gordon’s Pink Martini combines Gordon’s Premium Pink Gin with raspberry juice and other natural berry flavors. Smirnoff Passion Fruit Martini mixes Smirnoff’s Number 21 Vodka with passion fruit juice and other natural fruit juices, as well as a hint of vanilla. The drink is Smirnoff’s take on a popular local cocktail known as the Porn Star Martini.

Both RTDs come in sleek black cans sporting pink artwork and elegant script, positioning the drinks as a classy option among conveniently canned cocktails.

Diageo aims to meet the rising consumer demand for premium RTD cocktails. According to market research company Nielsen, 72 percent of consumers reported that the brand of spirit was an important factor when choosing an RTD.

Diageo marketing director Anita Robinson said the spirits company was “continuously researching and innovating to meet the ever-evolving demands of our customers” and was “excited to be launching two expertly mixed cocktails from two of the biggest spirits brands in the world.”

Indeed, Diageo distributes some of the most iconic alcoholic beverage brands in the world. In addition to Smirnoff vodka and Gordon’s gin, Diageo brands include Crown Royal whiskey, Tanqueray gin, Captain Morgan rum, Bailey’s Irish Cream, and Guinness beer.

Tanqueray RTDs have limited availability in the US

The English based Tanqueray just released three of its own canned RTDs last month: Tanqueray Gin & Tonic, Tanqueray Rangpur Lime Gin & Soda, and Tanqueray Sevilla Orange Gin & Soda. Each 12 ounce can contains six percent ABV and retails for $14.99 per four pack.

While the new Tanqueray RTD is available in the US, it’s currently only for sale in nine states (Arizona, Illinois, California, Nevada, Texas, Florida, New Jersey, Ohio and Washington).

Smirnoff RTDs were released earlier this year

The new Smirnoff Passion Fruit Martini joins two Smirnoff RTDs which were released to UK markets over the summer: Orange & Grapefruit and Raspberry & Rhubarb. Both boozy bubbly waters are made with Smirnoff’s Number 21 vodka, sparkling water, and natural fruit flavors.

The Diageo brands are the latest in a long line of distillers to offer an RTD spiked with its own spirits. Due to the COVID-19 pandemic, more people are drinking at home. Liquor companies that are used to enjoying high on-premise sales (i.e. those ordered in a restaurant or bar) are looking for creative new ways to boost sales, and consumers are looking for exciting new options to enjoy off-site, or at home.

For those consumers outside of the UK who want to get in on the pink gin action, Gordon’s offers several cocktail recipes on its website, including the Pink and Tonic and the Ruby Cooler. No word is available yet on whether these two new RTDs will be available in US markets anytime soon. Here’s hoping Diageo brings them across the pond soon. Just don’t shake the cans too hard, as they are lightly carbonated.

Erin Grafton
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