Smirnoff, the number one vodka brand in GB[1], is introducing a brand-new flavour expression to its growing vodka portfolio in GB. Smirnoff Spicy Tamarind (30% ABV) is available now in 70cl bottles across the on-trade, as well as grocery and wholesale.

The launch of Smirnoff Spicy Tamarind will be supported by a £3.5m marketing campaign across social, digital and OOH, making the launch unmissable for consumers throughout the summer months.

Smirnoff Spicy Tamarind has been crafted with juicy tamarind fruit, notes of zingy lime, spice from a mix of chillies and the smooth taste of Smirnoff vodka to create a bold and sweet-meets-spicy flavour. As flavoured vodka continues to grow[2], and with spicy flavours leading the way in GB food and drink culture, Smirnoff Spicy Tamarind is set to spearhead the category with its latest innovation.

The new liquid is perfect for consumers who are on the lookout for unique and exciting experiences. The Mexcian-inspired bottle has been designed to stand out on shelf or on a back bar. It features a vibrant design bursting with colour and a label that contains phosphorescent ink for a glow in the dark effect.

Smirnoff Spicy Tamarind can be enjoyed in a range of different serves and mixed drinks, including a Spicy Smirnoff Margarita cocktail or simply served as a Smirnoff Spicy Tamarind and Lemonade.

Tyler Monk, Smirnoff Brand Manager, Diageo GB, said: “Smirnoff Spicy Tamarind certainly puts the Smirnoff brand at the forefront of innovation and great flavour. We know that people are becoming more explorative when it comes to food, drink and flavours so we couldn’t think of a more perfect time to launch Smirnoff Spicy Tamarind in GB. 

“The latest innovation provides people with a unique twist on well-loved cocktails and is the perfect ingredient for those looking for something unique and exciting to enjoy when socialising with friends. We’re really excited for consumers to try this bold and distinctive taste experience from Smirnoff!”

The GB launch of Smirnoff Spicy Tamarind follows a raft of successful flavour innovation and more recently the roll out of a brand-new global marketing platform – ‘We Do Us’ – activated through a series of initiatives which aim to reignite social connections and lower barriers to socialising.

[1] IWSR, 2022

[2] Nielsen and CGA, Total Trade MAT data to 02.12.23 (+3.2%)

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