• Category – RTD, vodka-based 4.5% abv
  • Available – From next month
  • Location – The UK, available in the off-premise channel
  • Price – SRP of GBP1.95 (US$2.56) per 25cl can

Diageo has extended the RTD offering from its Smirnoff brand with the addition of a raspberry & lemonade-flavoured SKU.

Smirnoff Raspberry Crush with Lemonade is a pre-mix version of the spirits giant’s Raspberry Crush flavoured Smirnoff, blended with lemonade to an abv of 4.5%. The new variant will be available in UK off-premise outlets from next month, with a GBP2m (US$2.6m) marketing investment planned to support the launch.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“Following the launch of Smirnoff Raspberry Crush, we were keen to find more ways for people to enjoy the spirit as well as recruit new drinkers to the category,” said Smirnoff brand manager Camisha Zinke. “The latest product launch places the brand at the forefront of emerging trends and we’re excited to offer the … liquid in a convenient, on-the-go format which retailers can capitalise on.”

Flavoured vodka RTD launches are coming thick and fast in the UK. Earlier this week, Pernod Ricard’s UK division debuted a passionfruit martini premix extension of vodka flagship Absolut. The flavoured vodka category is the fastest-growing sub-category in UK spirits at present, according to Nielson data.

Supply Chain Special – What’s the impact on spirits? – Click here for a Just Drinks comment