• by Fern Siegel , February 13, 2024

Ready-to-serve cocktails are popular, especially among millennials. And for enthusiasts, there’s a new entry in the growing marketplace.

Diageo's Astral Margarita, which combines blanco tequila, zesty lime juice and triple sec with agave, tart lime, tangerine and vanilla, adds to the category.

The launch is also timed to dovetail with National Margarita Day on Feb. 22.

Two spots, 6-seconds and 15-seconds respectively, celebrate how the drink is perfect for a get-together with friends. One carries the campaign's overall tagline: Open. Pour. Serve. The second is a quick hit of how to host a sunlit soiree.

Austin-based agency Bakery, which produced the debut Cocktail Collection campaign for Diageo in October 2023, handled creative.

Astral Margarita is the sixth addition to Diageo's Cocktail Collection and a Double Gold medal winner at the San Francisco World Spirits Competition 2023, available in two formats: 350ml and 750ml. The collection also includes Ketel One Espresso Martini, the Ketel One Cosmopolitan and the Bulleit Old Fashioned.

The cocktail's appeal is convenience. Ready-to-serves don't require mixology skills or specialized tools. Nielsen IQ reported last month that margaritas are the No. 1 selling cocktail for 2023.

“We are committed to bringing bartender-quality cocktails straight to our consumers' fingertips, so hosts can focus on enjoying moments with their guests, worry-free,” explained Nikhil Shah, brand director at Diageo.

Diageo's has a large portfolio of brands, including Johnnie Walker, Crown Royal, Smirnoff, Captain Morgan, Tanqueray and Guinness.