Diageo releases Smirnoff Espresso in the UK
The 37.5% ABV Smirnoff Espresso is made from Smirnoff Red vodka and coffee extract. It is hoped the new flavour, served over ice with cola, will lure in new consumers to the category and the brand.
“In the UK, flavoured vodka is worth £88m in the on-trade and £28m in the off-trade,” said marketing manager Karen O’Shea.
“The launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination. It will also inspire consumers to try something different and experiment with flavours,” she added.
The launch will be supported with a marketing campaign to include sampling activity and PoS.
The last new flavour to be launched into the range was Vanilla in 2011.
