Vanilla variant for Smirnoff vodka
The drinks giant revealed that its experts identified four main consumer flavour profiles relevant to flavoured vodka and so recognised the gap in the market.
According to Diageo, the four flavours are: “Sharp and acidic, such as Lime Smirnoff; fresh and cleansing, such as Green Apple Smirnoff; sweet berry, such as Blueberry Smirnoff; and sweet and flowery, which is where the opportunity for new Vanilla Smirnoff lies.”
Matt Partner, senior innovation commercialisation manager at Diageo GB, said: “With a simple serve message we expect it to perform strongly, particularly as consumers look to try new drinks in the run-up to the festive season.”
Vanilla Smirnoff will be supported by a heavyweight outdoor advertising campaign.
