Smirnoff, the number one selling spirit in GB, continues to spearhead the vodka category by adding Smirnoff Mango & Passionfruit Twist premix RTD (4.5 per cent ABV) to its growing flavour portfolio. The new 250ml format is being rolled out across the off-trade from September onwards. Available to purchase as a single slimline can or price-marked pack, the launch will be supported as part of the brand’s £2m marketing investment in its flavour portfolio which includes broadcast and digital advertising, social media and consumer activations.
As flavoured vodka continues to grow at +51.9 per cent and Diageo’s pre-mix brands currently make up 59 per cent share of the total sub-category’s sales, this latest launch is set for success as it taps into current trends whilst continuing the brand’s momentum.
The newest addition to the portfolio follows a raft of innovative launches from the vodka brand including, Smirnoff Raspberry Crush and most recently its Smirnoff Raspberry Crush and Lemonade premix can. Smirnoff Raspberry Crush is the best-selling flavoured vodka of the last six months in the off-trade and Smirnoff Mango & Passionfruit Twist launched nationwide on 1 March and is already one of the top-three-selling flavoured vodkas.
The new premix can echoes the bold flavours as well as the vibrant packaging Smirnoff Mango & Passionfruit Twist is known for. With on-shelf appeal, the latest launch will provide people with a new, convenient way to enjoy the liquid.