Smirnoff, the number one selling spirit in GB[1], continues to spearhead the vodka category by adding Smirnoff Mango & Passionfruit Twist premix RTD (4.5% ABV) to its growing flavour portfolio. The new 250ml format is being rolled out across the off-trade from September onwards. Available to purchase as a single slimline can or price-marked-pack, the launch will be supported as part of the brand’s £2m marketing investment in its flavour portfolio which includes broadcast and digital advertising, social media and consumer activations.
As flavoured vodka continues to grow at +51.9%[2] and Diageo’s pre-mix brands currently make up 59% share of the total sub-category’s sales[3], this latest launch is set for success as it taps into current trends whilst continuing the brand’s momentum.
The newest addition to the portfolio follows a raft of innovative launches from the vodka brand including, Smirnoff Raspberry Crush and most recently its Smirnoff Raspberry Crush and Lemonade premix can. Smirnoff Raspberry Crush is the best-selling flavoured vodka of the last six months in the off-trade[4] and Smirnoff Mango & Passionfruit Twist launched nationwide on March 1st and is already one of the top 3 selling flavoured vodkas[5].
The new premix can echoes the bold flavours as well as the vibrant packaging Smirnoff Mango & Passionfruit Twist is known for. With on-shelf appeal, the latest launch will provide people with a new, convenient way to enjoy the liquid.
[1] CGA IFT data 12wks to 11.09.21
[2] CGA & Nielsen Headline Summary Report P13 2021, data to 01.01.22
[3] Nielsen Scantrack latest 52 & 26 weeks ending 4.12.21
[4] Nielsen CGA February 2022
[5] Nielsen Scantrack data, April 2022
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