Product Launch - UK: Diageo's Smirnoff Apple Bite

By | 20 August 2013

Click through to view Diageos Smirnoff Apple Bite

Click through to view Diageo's Smirnoff Apple Bite

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Diageo's Smirnoff Apple Bite

Category - Spirits, vodka, pre-mix, apple and lemonade, 6.4% abv

Available - From mid-August 

Location - UK, nation-wide; later rollout across Western Europe

Price - SRP of GBP1.90 (US$3) per 25cl can

Distribution - Diageo

Diageo has launched a pre-mix Smirnoff vodka can into the UK market ahead of a wider European rollout.

Smirnoff Apple Bite is a blend of Smirnoff vodka, lemonade and apple juice, Diageo said this week. It hits UK shelves at the same time as Smirnoff Gold, which the producer said yesterday is being launched in the country after first being introduced in travel retail.

Smirnoff Apple Bite will launch in other Western Europe markets next month, Diageo said.

Expert analysis

Premixed Smirnoff Vodka and Cola Case Study: Propelling Premix Spirits into the Mainstream

Although the UK RTD (ready to drink) sector is in long-term decline, Diageo has been innovating with a new range of canned premixed ready to drink spirit and mixer serves.

Sectors: Product launches, Spirits

Companies: Diageo, Smirnoff

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