Smirnoff adds a burst of berries

Smirnoff Berry Burst

Smirnoff is adding a Berry Burst variant to its growing flavoured vodka portfolio.

The latest launch from the brand will be available exclusively at Morrisons from 20 June and nationwide across the off- and on-trades from September 2022.

Smirnoff will support the launch alongside its flavour portfolio with marketing investment worth over £2m in the first launch year.

Berry Burst seeks to capitalise on the increasing popularity of flavoured vodka which is growing at 73% in the off-trade. It combines the natural flavours of blueberries and blackberries with Smirnoff No. 21 vodka.

Nick Payman, Head of Smirnoff GB at brand owner Diageo, said: “The Smirnoff brand is a leader when it comes to delivering consistently high-quality liquids that are trusted by consumers and is also known for its innovation and ability to provide exciting new ways for people to enjoy vodka.

“Smirnoff Berry Burst is a bold new variant that taps into trending berry flavours and is the perfect accompaniment for key social occasions – it’s a great addition to our portfolio following the launches of Smirnoff Raspberry Crush and Smirnoff Mango & Passionfruit Twist.”

Smirnoff Berry Burst (70cl, ABV 37.5%) will be available to convenience retailers from September 2022 with an RSP of £16.50 (£14 promotional price). Packs price-marked at £15.99 will also be available.