Available in the UK within all channels from April, the new variant is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is extracted from real coffee beans.
Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said: “There is a significant opportunity to grow flavoured vodka sales in the UK, as we can learn from the US where flavoured vodka accounts for 18% of the total vodka category.
“In the UK, flavoured vodka is worth £88m in the on-trade and £28m in the off-trade, and the launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination.”
The launch of Espresso Smirnoff will be supported by an integrated marketing campaign including in-store sampling, PR and point of sale.
© FoodBev Media Ltd 2024