Smirnoff unveils new fruit-infused spirit range


Smirnoff Infusions

Diageo-owned vodka brand Smirnoff has introduced Smirnoff Infusions, a new spirit drink infused with real fruit essence and natural ingredients for summer.

Available to the on-trade now, the 23% ABV drink is made using a base of Smirnoff No 21 Vodka, and comes in two flavours: Smirnoff Infusions Orange, Grapefruit & Bitters and Smirnoff Infusions Raspberry, Rhubarb & Vanilla.

For a low-calorie serve, the Smirnoff Infusions variants can be mixed with soda in a wine glass filled with ice and garnished with raspberries, orange or grapefruit, depending on the flavour.

Sarah Shimmons, Smirnoff marketing manager for Europe, said: “Smirnoff Infusions is an exciting new addition to our portfolio in Great Britain, and looks to tap into the growing demand from consumers for great tasting drinks with a real depth of flavour.

“The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavours to be extracted.

“The resulting Spirit Drink is blended with Smirnoff No 21 Vodka and crafted at 23% ABV to ensure the perfect balance of natural and fruity flavours at the heart of the liquid, with good spirit cut-through.”

The launch will be supported with a £4.4m above the line campaign which is predicted to reach 97% of the UK population of legal purchase age, across its first year in market.

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