Vodka brand Smirnoff is set to revolutionise the UK’s fruit cider category with the launch of two Smirnoff ciders.
Available across all channels from today, the new range of cider will initially be available in two flavours: raspberry and pomegranate, and passionfruit and lime. Both are described as “lightly fizzed cider with a blend of crisp, fruit flavours combined with Smirnoff vodka”, and will seek to capitalise on the £2.7 billion worth of the UK’s cider segment.
The ciders are packaging in clear glass bottles, with a simple style intended to communicate the crisp, clean taste of the cider.
Claire O’Neill, innovation commercialisation manager for Smirnoff brand owner Diageo GB, said: “There have been a number of innovations in the fruit cider category over the last few years, and as the market continues to grow in both the on- and off-trade channels, we still see that there is potential to grow the category even further.
“By entering into the fruit cider category under the strength of the Smirnoff brand name, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”
From August, Smirnoff cider will be supported by an exciting and targeted out-of-home, digital and social media campaign. The new launch has been announced exactly 12 months after the release of Pimm’s Cider Cup – another cider innovation from the Diageo brand portfolio.
Smirnoff Cider will be available in £1.99 price-marked packs for the off-trade, and with a recommended retail price of £4.50 for the on-trade.
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