Diageo has expanded its Smirnoff vodka portfolio in the US with a sugar-free, lower-ABV range infused with natural flavours.
Called Smirnoff Zero Sugar Infusions, the line is available in three flavours: cucumber and lime, watermelon and mint, and strawberry and rose.
The beverages are aimed at consumers looking to cut down on their sugar intake. Diageo quoted research from the International Food Information Council Foundation Food and Health Survey 2018 that suggests that 77% of American consumers are trying to limit or avoid sugars.
With an ABV of 30%, the Smirnoff Zero Sugar Infusions are free from gluten and made without artificial flavours or colours.
“As a leader in the vodka category, Smirnoff has built a reputation for creating breakthrough innovations based on consumers’ evolving taste preferences,” said Jay Sethi, vice president, Smirnoff, Diageo North America.
“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.”
To support the launch, Smirnoff is working with brand partner, actor and producer Ted Danson and Saturday Night Live cast member Cecily Strong to create several television adverts, which will air as of June.
The new line is rolling out on shelves across the US this month, available with a suggested retail price of $11.99 per 750ml bottle.
Last year, Diageo expanded its Smirnoff line of spiked seltzers with the launch of a raspberry rosé variant. The beverage has 90 calories per 12oz serving and is free from sugar and artificial sweeteners.
© FoodBev Media Ltd 2019
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