The brand is following in the footsteps of Parrot Bay, whose ‘freeze and squeeze’ cocktails delivered 61% incremental growth to the Total Beverage Alcohol market in 2013.
The new Smirnoff Sorbet range is available in three fruit flavours – Raspberry, Mango and Lemon – while the frozen drinks offering includes Smirnoff Apple Bite and Smirnoff Ice, representing the first time Diageo has frozen a drink that already exists within a brand’s portfolio.
“It’s incredibly exciting to bring Smirnoff vodka into this growing category and introduce innovative offerings as part of the new range,” said Louise McKerrow, brand director for Smirnoff Western Europe at Diageo. “We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector.”
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