Casamigos Elevates the Canned Cocktail Game with New Margaritas Variety Pack

Casamigos tequila introduces a new ready-to-drink margarita variety pack, featuring four flavors: Passionfruit & Prickly Pear, Guava & Hibiscus, Strawberry & Colima Lime, and Classic Lime. The non-carbonated 200ml cans are 10% ABV, 135 calories, and gluten-free. The new product aims to elevate the canned cocktail game and provide effortless, premium drinks for any moment with friends.

Diageo (NYSE: DEO) has expanded its premium spirits portfolio with the introduction of Casamigos Margaritas, a new ready-to-drink (RTD) margarita variety pack. The product features four flavors: Passionfruit & Prickly Pear, Guava & Hibiscus, Strawberry & Colima Lime, and Classic Lime. Each 200ml can is non-carbonated, containing 10% alcohol by volume (ABV), 135 calories, and is gluten-free [1].

The new Casamigos Margaritas align with contemporary consumer preferences for moderately boozy, better-for-you options. The non-carbonated formulation with natural flavors and real juice differentiates the product from competitors' often carbonated, artificial alternatives [1]. The product is priced at $19.99 for an 8-can variety pack, representing a strategic premium-but-accessible positioning [1].

The initial distribution of Casamigos Margaritas will begin in select states including California, Washington, and Florida, with plans for a national rollout in the coming months. This phased rollout follows beverage industry best practices for new product launches [1]. The launch is supported by an integrated marketing approach, including the "Anything Goes with my Casamigos" campaign and a partnership with the "Las Culturistas Culture Awards" airing on Bravo and Peacock in August 2025 [1].

For Diageo, this launch addresses a critical portfolio gap in the high-growth RTD category while extending a premium acquisition's revenue potential. The company is effectively applying the premiumization playbook that has worked across its spirits portfolio to the convenience-focused RTD segment, potentially capturing incremental consumption occasions beyond traditional spirits [1].

References:
[1] https://www.stocktitan.net/news/DEO/casamigos-tequila-elevates-the-canned-cocktails-game-with-new-99ffahg0u1yn.html
[2] https://finance.yahoo.com/news/casamigos-tequila-elevates-canned-cocktails-185400898.html