With an ABV of 37.5%, the new luxury liqueur is supported by a £4.5miillion advertising and marketing campaign.
Diageo GB has begun promoting a new signature serve for its Smirnoff range called the Apple Bite, which is made by mixing vodka with lemonade and apple juice.
With Smirnoff Gold, it becomes an Apple Bite Gold and can be adapted into the “ritual” of pouring the liqueur into a glass of apple juice and lemonade and serving it in a Gold Bullion shot paddle. Alternatively, it can be served simply as a shot over ice.
Karen O’Shea, marketing manager for Smirnoff Western Europe, says: “The launch of Smirnoff Gold and the Smirnoff Apple Bite signature serve builds on our ‘Drink Inventively’ positioning, by inspiring consumers to enjoy Smirnoff in new ways.
“What’s more, the unique shot ‘ritual’ offers consumers an experience they cannot replicate at home, adding an inventive twist to nights out.”