Smirnoff, the vodka from Diageo, is expanding its range of flavoured vodka with the introduction of Espresso Smirnoff.
Available nationwide within all channels from April, the new variant aims to appeal to consumers looking for variety and ?hopes to drive incremental sales into the growing flavoured vodka segment.
Flavours are a proven category growth driver for vodka and Smirnoff?s current portfolio, comprising Lime Smirnoff, Green Apple Smirnoff, Vanilla Smirnoff and Blueberry Smirnoff.
The launch of Espresso Smirnoff offers an additional opportunity for retailers and outlets to drive vodka sales with a new innovation.
Espresso Smirnoff is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is extracted from real coffee beans.
Karen O?Shea, marketing manager for Smirnoff Western Europe at Diageo, said:
?There is a significant opportunity to grow flavoured vodka sales in the UK, as we can learn from the US where flavoured vodka accounts for 18% of the Total Vodka category.
?In the UK, flavoured vodka is worth ?88m in the on-trade and ?28m in the off-trade.
?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.
?The new variant will also inspire consumers to try something different and experiment with flavours.?
The launch of Espresso Smirnoff will be supported by an integrated marketing campaign including in-store sampling, PR and point of sale.
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Source: http://www.fdin.org.uk/2013/03/new-coffee-flavoured-vodka-from-smirnoff/
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