Smirnoff, the number one selling spirit in GB[1] has broadened its flavoured vodka and RTD portfolio with Smirnoff Raspberry Crush and Lemonade premix can (4.5% ABV). The new 250ml format is available nationwide from 6th April across the off-trade and will be available to purchase as a single slimline can or price-marked-pack. The brand will be supporting this launch alongside the flavour portfolio with marketing investment worth over £2m.
This newest product launch from the brand follows the success of Smirnoff Raspberry Crush which is the best-selling flavoured vodka of the last 6 months in the off trade[2]. The innovation from Smirnoff comes at a time where the flavoured vodka category is the fastest growing sub-category in spirits at +51.9%[3]. The alcopops and pre-mix sub-categories are no different, with the two combined accounting for 90% of all RTD sales in convenience with the latter growing +15%[4]. Smirnoff Raspberry Crush and Lemonade premix RTD is perfectly placed to capitalise on these growing trends.
Smirnoff Raspberry Crush has invigorated the vodka category with its bold, juicy raspberry flavour profile. Now available in a convenient format, pre-mixed with lemonade, it is set to recruit more drinkers to the vodka category. Smirnoff Raspberry Crush and Lemonade premix RTD is encased in vibrant packaging and can be enjoyed across a wide range of occasions.
Camisha Zinke, Smirnoff Brand Manager, comments: “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 – the launch Smirnoff Raspberry Crush and Lemonade premix RTD does exactly that.
“The latest product launch places the brand at the forefront of emerging trends and we’re excited to offer the high-quality, vibrant liquid in a convenient, on-the-go format which retailers can capitalise on.”
[1] CGA IFT data 12wks to 11.09.21
[2] Nielsen CGA February 2022
[3] CGA & Nielsen Headline Summary Report P13 2021, data to 01.01.22
[4] Nielsen Scantrack latest 52 & 26 weeks ending 4.12.21
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