With flavoured vodka experiencing 30% year-on-year growth, Diageo has introduced new Smirnoff Raspberry Crush (37.5% ABV) to the UK.
Available in a 70cl format (RSP £16.50), the vibrant pink liquid has natural raspberry flavours and will be available from wholesalers from 12 July.
The launch will be supported by a £2.93m marketing investment.
With research revealing that 5.5m vodka consumers don’t drink gin, the new liquid aims to provide greater choice, allowing it to be enjoyed across a variety of occasions such as the early evening moment.
Nick Payman, Head of Smirnoff, commented: “The launch of Smirnoff Raspberry Crush is a big step towards further invigorating and adding excitement to the vodka category. Smirnoff, a renowned and trusted brand, is perfectly placed to do this as well as recruit new audiences to vodka. The vibrancy of the new pack and liquid, from its colour to its taste, will provide maximum shelf stand out.”