Smirnoff, the number one selling spirit in GB[1], is adding ‘Berry Burst’ (37.5% ABV) to its growing flavoured vodka portfolio. The newest launch from the brand will be available exclusively at Morrisons from 20th June and nationwide across the off-trade and on-trade from September 2022.

Smirnoff Berry Burst is set to capitalise on the increasing popularity of flavoured vodka which is growing at 73% in the off-trade[2]. As four in 10 bottles of vodka sold in the off-trade are Smirnoff[3], the new liquid continues the brand’s ambition to spearhead the vodka category, as well as offer people exciting and new options to try. The brand will be supporting this launch alongside its flavour portfolio with marketing investment worth over £2m in the first launch year.

With its natural flavours of blueberries and blackberries combined with unmistakably smooth Smirnoff No. 21 vodka, its striking bottle design, and bold coloured liquid, Smirnoff Berry Burst is the perfect accompaniment for social occasions and celebratory moments this summer and beyond. Best served with lemonade over ice and garnished with a mint or blueberry, or as a cocktail, to deliver exciting twists on much-loved classic serves. 

Nick Payman, Head of Smirnoff GB, Diageo said: “The Smirnoff brand is a leader when it comes to delivering consistently high-quality liquids that are trusted by consumers and is also known for its innovation and ability to provide exciting new ways for people to enjoy vodka. Smirnoff Berry Burst is a bold new variant that taps into trending berry flavours and is the perfect accompaniment for key social occasions – it’s a great addition to our portfolio following the launches of Smirnoff Raspberry Crush and Smirnoff Mango & Passionfruit Twist.”

[1] CGA IFT data 12wks to 11.09.21

[2] Nielsen scantrack mat off trade data to 22.05.21

[3] Dunnhumby performance in detail : 52w to 30.05.21

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