Smirnoff launches new ‘summery’ fruit-flavoured spirit drink
Launched by the Diageo-owned brand, Smirnoff Infusions includes orange, grapefruit and bitters flavoured vodka, as well as a raspberry, rhubarb and vanilla variation.
Available to the on-trade now, the 23% ABV variants can be mixed with soda in a wine glass filled with ice and garnished with raspberries, orange or grapefruit, depending on the flavour.
Smirnoff marketing manager for Europe Sarah Shimmons said the new flavours have come out at a perfect time with summer approaching.
Shimmons said: “Smirnoff Infusions is an exciting new addition to our portfolio in Great Britain, and looks to tap into the growing demand from consumers for great tasting drinks with a real depth of flavour.
“The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavours to be extracted.
“The resulting spirit drink is blended with Smirnoff No 21 Vodka and crafted at 23% ABV to ensure the perfect balance of natural and fruity flavours at the heart of the liquid, with good spirit cut-through.”
The launch has also been supported with a £4.4.m above-the-line campaign, which is predicted to reach 97% of the UK population of legal purchase age, across its first year in market.
