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Diageo's Smirnoff Zero Sugar Infusions range - Product Launch

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Diageo's Smirnoff Zero Sugar Infusions range

Diageos three-strong Smirnoff Zero Sugar Infusions range

Diageo's three-strong Smirnoff Zero Sugar Infusions range

Category - Spirits, vodka, flavoured, 30% abv

Available - From this month

Location - The US, available nation-wide in the off-premise channel

Price - SRP of US$11.99 per 75cl bottle

Diageo has added a sugar-free flavoured range to its Smirnoff vodka portfolio in the US. Launching in the country this month, Smirnoff Zero Sugar Infusions comprises three variants; Cucumber & Lime, Watermelon & Mint and Strawberry & Rose.

As well as not containing any sugar, the new expressions are carbohydrate-, fat- and gluten-free.

"As a leader in the vodka category, Smirnoff has built a reputation for creating breakthrough innovations based on consumers' evolving taste preferences," said Smirnoff VP at Diageo North America Jay Sethi. "Now, more than ever, consumers are demanding lower-sugar options that are still delicious. With the launch of new Smirnoff Zero Sugar Infusions, we are proud to embrace the zero-sugar trend in order to grow the category and give everyone 21+ an accessible way to enjoy a zero-sugar spirit."

The rollout this month will be supported by television ads featuring actor Ted Danson and Saturday Night Live regular Cecily Strong.

The vodka category in the US still has plenty of room for growth according to GlobalData. Figures show volumes rising from almost 65m nine-litre cases in 2013 to 68.8m in 2017. Last year, vodka volumes in the country were forecast to have broken the 70m-case barrier, with 2022 expected to hit 75.7m cases, a 17.5% lift over ten years.

Vodka in the US - Volume Trends 2013-2022

Source: GlobalData

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Sectors: Product launches, Spirits

Companies: Diageo, Smirnoff

Expert Analysis

Vodka (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Vodka (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Vodka (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Vodka market in United States of America.

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