UK: Diageo to test new Smirnoff flavours
Diageo has begun trialling two new vodka flavours in a select number of pubs and bars in the UK.
The two new Smirnoff vodka flavours, Lime and Green Apple, are part of a six-month trial in Bristol to gauge the potential for growth in the UK flavoured vodka market.
The drinks giant said the flavours have been developed to "appeal to consumers looking to add more variety to their current drinks repertoire".
Mike Martin, senior innovation manager at Diageo, said: "Both Lime and Green Apple Smirnoff are great options for retailers looking to differentiate their vodka serves. The Bristol test will aim to create further excitement and consumer interest in the vodka category and the feedback we've had from consumers indicates the added flavour adds a higher perception of quality and value."
The Lime Smirnoff and Green Apple Smirnoff trials will be supported by a range of marketing activity in the Bristol area, including print advertising, online, and in store merchandising material.
The company said that once it has fully evaluated the results of the test, a decision on any future plans for the new flavours in Great Britain will be made.
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