• Category – RTD, vodka-based 4.5% abv
  • Available – From next month
  • Location – The UK, available in the off-premise channel
  • Price – SRP of GBP1.95 (US$2.56) per 25cl can

Diageo has extended the RTD offering from its Smirnoff brand with the addition of a raspberry & lemonade-flavoured SKU.

Smirnoff Raspberry Crush with Lemonade is a pre-mix version of the spirits giant’s Raspberry Crush flavoured Smirnoff, blended with lemonade to an abv of 4.5%. The new variant will be available in UK off-premise outlets from next month, with a GBP2m (US$2.6m) marketing investment planned to support the launch.

“Following the launch of Smirnoff Raspberry Crush, we were keen to find more ways for people to enjoy the spirit as well as recruit new drinkers to the category,” said Smirnoff brand manager Camisha Zinke. “The latest product launch places the brand at the forefront of emerging trends and we’re excited to offer the … liquid in a convenient, on-the-go format which retailers can capitalise on.”

Flavoured vodka RTD launches are coming thick and fast in the UK. Earlier this week, Pernod Ricard’s UK division debuted a passionfruit martini premix extension of vodka flagship Absolut. The flavoured vodka category is the fastest-growing sub-category in UK spirits at present, according to Nielson data.

Supply Chain Special – What’s the impact on spirits? – Click here for a Just Drinks comment

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