Diageo Acquires Tipplesworth to Accelerate Growth of Cocktails on Draught in Great Britain

Diageo has acquired pre-mix cocktail specialist Tipplesworth to drive outlet expansion for the draft cocktail partnership between the two companies in the GB on-trade.

Tipplesworth’s proprietary liquid technology allows quality pre-mixed cocktails to be served consistently, at speed and at scale in large footfall outlets in the on-trade. This targets the growing cocktail market in which continues to rise in both the on and the off trade. Nine million consumers now drink cocktails across 42,000 outlets in Great Britain.[1]

Tipplesworth’s Espresso Martini and Passion Fruit Martini cocktails are currently available on tap in around 100 outlets across GB, with the number set to increase significantly through the festive season.

Melissa Wisdom, Commercial Director Diageo GB - On Trade, says: “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 liquid technology, will join the Diageo GB team.

Frankie Snobel, Tipplesworth Founder, says: “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. Cheers to the exciting times ahead!”

[1] - CGA mixed drinks report, 2019