SMIRNOFF ADDS ‘MANGO & PASSIONFRUIT TWIST’ PREMIX RTD TO ITS GROWING FLAVOURED VODKA PORTFOLIO

Smirnoff, the number one selling spirit in GB, continues to spearhead the vodka category by adding Smirnoff Mango & Passionfruit Twist premix RTD (4.5% ABV) to its growing flavour portfolio. The new 250ml format is being rolled out across the off-trade from September onwards. Available to purchase as a single slimline can or price-marked-pack, the launch will be supported as part of the brand’s £2m marketing investment in its flavour portfolio which includes broadcast and digital advertising, social media and consumer activations.

As flavoured vodka continues to grow at +51.9% and Diageo’s pre-mix brands currently make up 59% share of the total sub-category’s sales, this latest launch is set for success as it taps into current trends whilst continuing the brand’s momentum. 

The newest addition to the portfolio follows a raft of innovative launches from the vodka brand including, Smirnoff Raspberry Crush and most recently its Smirnoff Raspberry Crush and Lemonade premix can. Smirnoff Raspberry Crush is the best-selling flavoured vodka of the last six months in the off-trade and Smirnoff Mango & Passionfruit Twistlaunched nationwide on March 1^st and is already one of the top 3 selling flavoured vodkas.

The new premix can echoes the bold flavours as well as the vibrant packaging Smirnoff Mango & Passionfruit Twist is known for. With on-shelf appeal, the latest launch will provide people with a new, convenient way to enjoy the liquid.