Diageo has launched two ready-to-serve spritzes under its Gordon’s gin mark to tap into what the company calls “a clear opportunity” in aperitivo cocktails.
The pair of SKUs, Elderflower & Citrus and Watermelon & Berry, are 8.4% ABV and come in 75cl bottles containing approximately five servings. The duo is available in UK multiple Tesco, and will be on shelf in Asda and Sainsbury’s from next month, Diageo said, with an SRP of GBP10 (US$13.51).
The Guinness brand owner told Global Drinks Intel it plans to roll the spritzes out in more European markets “in the next year”.
Gordon’s ready-to-serve extension joins flavoured-gin iterations, a lemon meringue ‘spirit drink’ and a ready-to-drink canned gin & tonic. There is also a Gordon’s Spritz Edition line, designed to be mixed with prosecco.
“Spritz has become one of the most sociable drink choices,” said Diageo’s global head of marketing for premium core gins, Tayara Sousa Linke. “We saw a clear opportunity for Gordon’s to bring its quality and distinctive flavour character in a way that feels … easy to share.
“Gordon’s Spritz is our take on a great spritz – an elegant flavour-forward, lightly fizzy and designed for spontaneous social get-togethers.”
Diageo is not the only drinks major capitalising on the aperitivo trend. Last month, Italy’s Illva Saronno announced a “significant media investment” behind a spritz-led activation for its flagship liqueur brand, Disaronno.
