UK: Diageo launches Smirnoff flavoured vodkas
The flavours, Lime Smirnoff and Green Apple Smirnoff, have been trialled in select retailers in Bristol for almost 12 months and are being launched in the off-trade nationally from this month, Diageo GB said today (17 June)
Marketing spend will cover national radio, online and outdoor advertising from September.
A "below-the-line" campaign over the summer will feature special bottle neck collars with the suggested serves of Lime Smirnoff and cola and Green Apple Smirnoff and lemonade.
Steve Hamilton, innovation commercialisation director at Diageo GB, said: "The vodka category is the largest spirits category across the Great Britain on-trade, currently worth almost GBP1.2bn to retailers and licensees.
"The Bristol test of Smirnoff flavours, which began in July 2008, saw some excellent results in the vodka category, with a +29% incremental increase in overall vodka category sales and huge growth within the flavoured vodka category at +400%."
The move is part of Diageo GB's Raise Your Spirits initiative, designed to unlock untapped potential in the off-trade spirits category.
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