Smirnoff expands flavoured range with new Raspberry Crush and Lemonade RTD

Smirnoff has extended its flavoured vodka and RTD portfolio with Smirnoff Raspberry Crush and Lemonade premix can (4.5% ABV).

The new 250ml format is available nationwide from 6 April across the off-trade and will be available to purchase as a single slimline can or price-marked-pack. The brand will be supporting the launch alongside the flavour portfolio with marketing investment worth over £2 million.

The new product launch follows the success of Smirnoff Raspberry Crush which is the best-selling flavoured vodka of the last six months in the off trade [Nielsen CGA February 2022].The innovation from Smirnoff comes at a time where the flavoured vodka category is the fastest growing sub-category in spirits at +51.9 per cent.

The alcopops and pre-mix sub-categories are no different, with the two combined accounting for 90 per cent of all RTD sales in convenience with the latter growing +15 per centr.

Smirnoff Raspberry Crush has invigorated the vodka category with its bold, juicy raspberry flavour profile. Now available in a convenient format, pre-mixed with lemonade, the brand looks to recruit more drinkers to the vodka category.

“Following the launch of Smirnoff Raspberry Crush, we were keen to find more ways for people to enjoy the spirit as well as recruit new drinkers to the category – the launch Smirnoff Raspberry Crush and Lemonade premix RTD does exactly that,” Camisha Zinke, Smirnoff brand manager, commented.

“The latest product launch places the brand at the forefront of emerging trends and we’re excited to offer the high-quality, vibrant liquid in a convenient, on-the-go format which retailers can capitalise on.”

Smirnoff Raspberry Crush and Lemonade premix RTD (RRP £1.95) is encased in vibrant packaging and can be enjoyed across a wide range of occasions.