Smirnoff is building on the success of last year’s ready-to-drink (RTD) Smirnoff Crush launch with the release of a bold new flavour, Blueberry & Pomegranate, available exclusively to independent convenience retailers ahead of a wider roll-out in September.
The launch follows strong performance for the existing variants, Mango & Peach and Lemon & Lime, supplier Diageo said. Together, the two flavours have delivered almost £1.1m in value sales, with 76% of volume incremental to the category, it added.
The new Smirnoff Crush Blueberry & Pomegranate combines blueberry and pomegranate flavours with Smirnoff vodka to deliver a new option for social occasions, festivals and pre-drink moments.
Sara Griffiths, head of marketing for ready-to-drink at Diageo, said: “RTDs continue to go from strength to strength in convenience. Smirnoff Crush is playing a key role in the category to build on the particularly strong momentum we’re seeing behind consumer demand for higher-ABV and larger-formats as a beer alternative.
“The launch of Smirnoff Crush Blueberry & Pomegranate gives independent retailers a fresh opportunity to drive excitement in-store, tap into growing demand for berry flavours and offer shoppers an exclusive new product.”
Smirnoff Crush Blueberry & Pomegranate will be available in 440ml cans (6% ABV), with an RRP of £2.99.
The new flavour will be an independent convenience exclusive until September 2026, giving independent retailers a unique opportunity to differentiate their range and drive rate of sale through exclusive NPD.
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