In late 2023, Diageo launched The Cocktail Collection – a series of premium ready-to-serve cocktails made with some of their most iconic spirits brands like Ketel One, Tanqueray, Astral, and Bulleit.

As we entered the market, the public perception of pre-made cocktails was tainted by cheap, uninspired alternatives, and we needed a way to show consumers that The Cocktail Collection wasn’t just an alternative to cocktails, but a top-shelf replacement.

Tasked with increasing brand awareness and market share, our launch campaign set out to shake up how the world makes (or doesn’t make) their cocktails.

This launch campaign was a roaring success, helping us take the ready-to-serve market by storm and quickly establish ourselves as the one to beat.

• 25% market share increase since launch

• 45% stronger rate of sale than category

• Over 50 million media impressions