Diageo Great Britain is launching a new RTD, into the on-trade this autumn. Slate 20, a blended-bourbon mixed drink with hints of lime and ginger, will receive GBP2m worth of marketing at launch.

Slate 20 is aimed at male consumers from Legal Purchase Age to 30 years, Diageo said earlier this month.

Launching nationwide into key accounts throughout next month, Slate 20's marketing campaign will include national print, outdoor advertising and below-the-line activity.

In a statement, Lavinia Leung, Diageo GB innovation manager, said: "We believe there is a real opportunity to boost the RTD category. The combination of the masculine product image and unique taste will give it credibility with existing male RTD consumers and new converts. Slate 20 also offers men an original choice alongside beer.

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

"Combine this with the fact that the RTD category delivered 60% of the GBP10bn sales value from new drink innovations in the last five years and it is clear why we are very excited about the long term prospects of this product."

Recommended retail price for 275ml of Slate 20 in the on-trade will be GBP2.49.