Vodka brand Smirnoff is launching a brand-new product: Smirnoff Miami Peach Spirit Drink. New Smirnoff Miami Peach combines juicy-sweet peach flavours with the smooth taste of Smirnoff Vodka, inspired by the vibrant energy of summer days on Miami Beach. Peach is a delicious and versatile flavour making it perfect for creating a range of simple and impressive serves.
New product launches in the flavoured vodka category contributed £7.6m growth in the off-trade last year, and Smirnoff is looking to drive further incremental sales in the category as consumers look to experiment with new favourites ahead of the summer.
“Smirnoff has driven the growth of spirit flavours in the off-trade with previous launches like Cherry Drop, Mango and Passionfruit, and Raspberry Crush,” said Jessica Lace, Head of Smirnoff GB. “Our brand is an expert in this space, with Raspberry Crush being the biggest flavoured spirit launch of the last three years, generating the highest sales value among new products launched in spirits.
“Peach is the flavour of the moment, and Smirnoff Miami Peach gives shoppers the opportunity to experiment with different mixers to create their own peachy summer serve. The spirit drink pairs perfectly with lemonade for a delicious and simple mixed drink that will bring the Miami vibes to the UK, alternatively shoppers can experiment with a Miami Peach Sunrise or Miami Peach & Iced Tea to level-up cocktail night at-home!”
To support the launch of Miami Peach, a creative 360 marketing campaign is being launched, celebrating the colourful vibrancy of Miami across A/V, social, experiential and out of home. The through the line campaign will connect music, entertainment and culture with the fruity flavours of Smirnoff Miami Peach to create unforgettable moments. Retailers will be able to sign up through Diageo One to get exclusive point of sale displays to bring Miami to their stores and evoke summer year-round for their customers.
New Smirnoff Miami Peach will be available as a 70cl spirit drink (35 per cent ABV) that is launching on 1 March and as well as a convenient ready-to-drink 250ml can mixed with lemonade (five per cent ABV) which is launching on 7 March.
Smirnoff Miami Peach:
- Available in a 70cl bottle, 35% abv
- £19 MRSP
Smirnoff Miami Peach Ready-to-Drink can:
- Available in a 250ml can, 5% abv
- £2.39 MRSP
Miami Peach spirit drink
