Smirnoff is entering the fruit cider category with the launch of Smirnoff Cider.
Available to order now, the new Smirnoff Cider will be available in two unique flavours - Raspberry & Pomegranate and Passionfruit & Lime, lightly fizzed cider with a blend of crisp, fruit flavours combined with Smirnoff vodka.
Featuring a clear glass bottle, Smirnoff Cider will stand out from other fruit ciders with its simple style aimed to convey the crisp, clean taste of the liquid.
Claire O’Neill, Innovation Commercialisation Manager at Diageo GB, says: “There have been a number of innovations into the Fruit Cider category over the last few years, and as the market continues to grow in both the on and off trade channels, we still see that there is potential to grow the category even further.
“By entering into the Fruit Cider category under the strength of the Smirnoff brand name, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”
From August, Smirnoff Cider will be supported by a targeted OOH, digital and social media campaign.
The new launch comes after the successful launch of Pimm’s Cider Cup in June 2015, which quickly became the no.1 selling cider innovation after just eight weeks in the category (Nielsen Scantrack).