Diageo launches coffee flavoured Smirnoff

18 March, 2013

Diageo has unveiled a Smirnoff variant, Espresso Smirnoff.

The world’s largest premium drinks company says the new flavoured vodka will be available nationwide within all channels from April.

It says the variant will appeal to consumers looking for variety and is set to drive incremental sales in the growing flavoured vodka segment.

The Smirnoff flavoured Vodka portfolio, comprises: Lime Smirnoff, Green Apple Smirnoff, Vanilla Smirnoff and Blueberry Smirnoff.

Espresso Smirnoff is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is extracted from real coffee beans, states the company.

Smirnoff Western Europe marketing manager, Karen O’Shea, said: “There is a significant opportunity to grow flavoured vodka sales in theUK, as we can learn from theUSwhere 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 and 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 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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Christian Davis

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