Smirnoff expands flavoured vodka range with new Berry Burst

Smirnoff, leading spirit brand from Diageo, has expanded its growing flavoured vodka portfolio, launching the new Berry Burst variant.

Smirnoff Berry Burst (ABV: 37.5%), with its natural flavours of blueberries and blackberries combined with unmistakably smooth Smirnoff No. 21 vodka, its striking bottle design, and bold coloured liquid, is set to capitalise on the increasing popularity of flavoured vodka which is growing at 73 per cent in the off-trade [Nielsen].

As four in 10 bottles of vodka sold in the off-trade are Smirnoff [Dunnhumby], the new liquid continues the brand’s ambition to spearhead the vodka category, as well as offer people exciting and new options to try.

“The Smirnoff brand is a leader when it comes to delivering consistently high-quality liquids that are trusted by consumers and is also known for its innovation and ability to provide exciting new ways for people to enjoy vodka,” Nick Payman, Head of Smirnoff GB, Diageo said.

“Smirnoff Berry Burst is a bold new variant that taps into trending berry flavours and is the perfect accompaniment for key social occasions – it’s a great addition to our portfolio following the launches of Smirnoff Raspberry Crush and Smirnoff Mango & Passionfruit Twist.”

The brand will be supporting the launch alongside its flavour portfolio with marketing investment worth over £2m in the first launch year.

Launching at Morrisons from June 20, Smirnoff Berry Burst (70cl bottle; RRSP: £16.50, Promo £14, PMP £15.99) will be available nationwide across the off-trade and on-trade from September.