|Diageo to roll out Smirnoff Espresso vodka|
|Written by Lucy Britner|
|Monday, 18 March 2013 17:56|
Diageo has announced it will launch Espresso Smirnoff vodka from April.
The flavour extension is to be available through all channels and joins the current portfolio of Lime Smirnoff, Green Apple Smirnoff, Vanilla Smirnoff and Blueberry Smirnoff.
Espresso Smirnoff is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is "extracted from real coffee beans" according to Diageo.
Karen O'Shea, marketing manager for Smirnoff Western Europe at Diageo, said: "There is a significant opportunity to grow flavoured vodka sales in the UK, as we can learn from the US where flavoured vodka accounts for 18% of the total vodka category.
"In the UK, flavoured vodka is worth £88 million in the on-trade and £28 million in the off-trade, and the launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination. The new variant will also inspire consumers to try something different and experiment with flavours."
Espresso Smirnoff has an abv of 37.5% and an rrp of £16.49. The launch will be supported by a marketing campaign including in-store sampling, PR and point of sale.