Espresso Smirnoff is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is extracted from real coffee beans. Like Smirnoff Red, it has an ABV of 37.5 per cent.
It will be available nationwide within all channels from April, supported by an integrated marketing campaign including in-store sampling, PR and point-of-sale materials. It joins the brand’s other flavours: Lime, Green Apple, Vanilla and Blueberry.
It is being promoted for the simple serve of mixing with cola over ice but can also be mixed with ginger ale over ice or used in cocktails such as a twist on a Mojito using the vodka instead of rum.
Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said there was a “significant opportunity” to grow flavoured vodka sales in the UK. “Flavoured vodka currently accounts for 3.2 per cent of the total vodka category in the UK, which is significantly less in comparison to the US where flavoured vodka accounts for 18 per cent of the total vodka category.
“In the UK, flavoured vodka is worth £88million in the on-trade and £28million in the off-trade, and the launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination.
“The new variant will also inspire consumers to try something different and experiment with flavours.”