Diageo has announced the acquisition of pre-mix cocktail specialist Tipplesworth in a drive to increase outlet expansion between the two companies in the on-trade.
Tipplesworth supplies pre-mixed cocktails that just require alcohol to be added at the point of service, meaning that cocktails can be served consistently, at speed and at scale in large footfall outlets. The company is targeting the growing cocktail market, which continues to rise, with nine million consumers now drinking cocktails across 42,000 outlets in Great Britain.
Tipplesworth's espresso martini and passion fruit martini cocktails are currently available 'on tap' in around 100 outlets, with the number set to increase through the festive season.
Melissa Wisdom, commercial director for Diageo GB On Trade, said: "The acquisition of Tipplesworth brings another great innovation into our portfolio. The increasing popularity of cocktails in Great Britain is one of the trends driving spirits growth, and this acquisition means we can now bring great quality ‘on-tap' cocktails to consumers in the on-trade across the country."
As part of the deal, Tipplesworth founder and mixologist Frankie Snobel, who developed the product, will join the Diageo GB team. He added: "I'm thrilled to be joining Diageo. There couldn't be a better place for us to continue growing the draft cocktail business to the next level."