DIAGEO’S SPIRITED RTDS

Diageo is experiencing successful testing in the Tampa area for its ready-to-drink cocktails packaged in 12 oz. cans, according to Ad Age’s Jeremy Mullman. The four brands include Captain Morgan and Cola, Smirnoff Vodka and Lemon-Lime Soda, George Dickel Whiskey and Cola, and Seagram’s 7 and Lemon-Lime Soda, and are about 5% alcohol by volume. The canned packaging and low alcohol content allow the RTDs to be sold next to beer in c-stores and gas stations, and will likely result in spirits taking away more usage occasions from beer – especially once other spirits companies follow suit.