Diageo unveils new Smirnoff Cider blending vodka and fruit

Smirnoff Cider

Diageo GB is tapping into growth in the UK’s cider market through its leading vodka brand Smirnoff with the launch of fruit-flavoured Smirnoff Cider.

Promising to revolutionise the fruit cider category, it has today revealed two variants for the new range: Raspberry & Pomegranate and Passionfruit & Lime. At 4% ABV, they are a blend of lightly fizzed cider with crisp, fruit flavours and Smirnoff vodka.

They come in clear glass bottles with a simple style to stand out from other fruit ciders and to convey the crisp, clean taste of the liquid inside. It will have a recommended price in the on-trade of £4.50 per bottle and will also be available in the off-trade.

From August, Smirnoff Cider will be supported by a campaign featuring out-of-home advertising, digital marketing and social media.

Claire O’Neill, innovation commercialisation manager at Diageo GB, said: “There have been a number of innovations into 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.”

The new launch comes after the successful launch of Pimm’s Cider Cup in June 2015, which became the number-one new cider after just eight weeks, according to Nielsen Scantrack. The original Strawberry & Cucumber was followed by three more flavours, Summer Fruits, Mango & Passionfruit and Plum & Red Apple.

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