Smirnoff, the world’s biggest vodka brand (IWSR 2016), is extending its Smirnoff Cider offering with the introduction a ‘Mandarin & Pink Grapefruit’ variant, available to order in the off-trade now.

Building on the successful launch of the Passionfruit & Lime and Raspberry & Pomegranate SKUs in June 2016, which contributed 20% (Nielsen Scantrack, off trade, latest 26 weeks to 03.12.2016) to the total growth in flavoured cider, the new addition is set to further maximise sales in a category currently growing at 35.4% per year (CGA Strategy Brand Index Data to 20.02.16).

Setting its sights on opening up the cider category to a variety of new occasions, including festivals and out of home, Diageo is also launching the existing Passionfruit & Lime and Raspberry & Pomegranate variants in a 330ml can multipack.

Katie Hunter, innovation commercialisation manager at Diageo GB, said: “Our new Smirnoff Cider flavour aims to drive excitement and growth into the flourishing Fruit Cider category, with a refreshingly citrusy flavoured cider which is which is less sweet and more lightly carbonated than similar products on the market. In addition, the new can formats will make the range an even more compelling offering for retailers, enabling them to unlock the full potential of the cider category.”

Smirnoff Cider Mandarin & Pink Grapefruit will be available in cases of 8 x 500ml bottles (RRP £2.19 each). The new can multipacks (RRP £10) are available for the existing Passionfruit & Lime and Raspberry & Pomegranate SKUs, each containing 10 x 330ml cans.