Diageo’s Smirnoff brand has added a Mango & Passionfruit Twist premix RTD (4.5% ABV) to its portfolio to capitalise on the popularity of the flavoured vodka.
Smirnoff Mango & Passionfruit Twist launched on 1 March and is already one of the top-three-selling flavoured vodkas in the UK; the new RTD mixes the spirit with lemonade.
It is rolling out across the off-trade from September onwards in 250ml cans with a £2.39 RSP. Price-marked packs are also available.
The launch will be supported as part of Smirnoff’s £2m marketing investment in its flavour range which includes broadcast and digital advertising, social media and consumer activations.
Flavoured vodka continues to grow at +51.9% and Diageo’s pre-mix brands currently account for 59% of the total sub-category’s sales.
The newest addition to the portfolio follows a raft of innovative launches from the vodka brand including Smirnoff Raspberry Crush, which is the off-trade’s bestselling flavoured vodka of the last six months.
