Talking Retail Grocery and product news for independent retailers
Smirnoff Raspberry Crush will be available from 12 July in a 700ml bottle, retailing at £16.50.
The launch will be supported by a £2.93m investment.
The brand said the flavour will recruit new drinkers to the vodka category through its “accessibility, great taste and ability to be enjoyed with friends”.
With research revealing that 5.5m vodka consumers do not drink gin, the new flavour 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, said: “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 and menu appeal for the trade to capitalise on.
“The new launch provides consumers the opportunity to enjoy vodka serves at a wide range of events, from casual, early evening occasions to elevated experiences and get-togethers, and focuses in creating fun, delicious serves.”
