Diageo is to launch Slate 20, a bourbon-based RTD aimed at male drinkers in the UK off-trade, six months after its debut in the country's pubs and bars.

Diageo said since Slate 20 hit the UK on-trade in September, the brand had broken into the country's top five selling RTDs, according to figures from AC Nielsen.

Lavinia Leung, innovation manager for Diageo Great Britain, said today (28 February) that the group was "very excited" about the brand's potential at luring male drinkers away from beer.

"We believe there is a real opportunity to boost the RTD category. Slate 20 offers men an original choice alongside beer," Leung said.

"The combination of the masculine product image and unique taste will give it credibility with existing male RTD consumers and new converts.

"From our experience with the Australian market, dark-spirit RTDs are seen as more masculine with 70% of the drinkers being male."

Slate 20, with an ABV of 4.5%, is set to be sold in a four-pack for around GBP5.29 (US$9.25) and a 70cl bottle for around GBP3.29.