Smirnoff set to launch coffee-flavoured vodka

Coffee-flavoured Smirnoff will be hitting shelves next month, as brand owner Diageo looks to match the success of the flavoured vodka segment in the US, where it accounts for 18% of the total vodka category.

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 brand. The launch will be supported by a major marketing campaign.

“In the UK, flavoured vodka is worth £88m in the on-trade and £28m in the off-trade,” said marketing manager Karen O’Shea.