Diageo has acquired pre-mixed cocktail specialist Tipplesworth, with plans to drive outlet expansion of the brand’s draught system in the UK on-trade.
Tipplesworth, which was founded in 2013, already partners with Diageo to offer its cocktails on draught in the on-trade using proprietary technology.
The brand’s Espresso Martini and Passion Fruit Martini cocktails are currently available on tap in around 100 UK outlets.
As part of the deal, Tipplesworth founder and mixologist Frankie Snobel, who developed the liquid technology, will join the Diageo GB team.
Melissa Wisdom, commercial director 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.”