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Diageo launched of its latest product, Smirnoff Miami Peach, set to hit UK shelves on March 1 2025. This new spirit drink aims to tap into the burgeoning flavoured vodka market, which has seen significant growth in recent years, particularly in the off-trade sector.

Smirnoff Miami Peach Spirit Drink combines the brand's renowned vodka with the sweet and juicy flavour of peach, inspired by the vibrant atmosphere of Miami Beach.

The introduction of this flavour comes at a time when flavoured spirits are gaining traction among consumers, with the category contributing £7.6 million in growth in the off-trade last year alone.

“Smirnoff has driven the growth of spirit flavours in the off-trade with previous successful launches,” said Jessica Lace, head of Smirnoff GB, referencing popular flavours like Cherry Drop and Raspberry Crush. The latter has been noted as the largest flavoured spirit launch in the past three years, indicating a strong consumer appetite for diverse flavour profiles.

The Miami Peach offering will be available in two formats: a 70cl bottle with 35% ABV and a convenient ready-to-drink 250ml can mixed with lemonade at 5% ABV, launching on March 7 2025.

This dual approach aims to cater to both traditional spirit consumers and those seeking ready-to-drink options, reflecting broader trends in convenience and on-the-go consumption.