Smirnoff has added Smirnoff Miami Peach, a 35% abv vodka-based spirit drink.
The NPD combined “juicy-sweet peach flavours with the smooth taste of Smirnoff Vodka that fans know and love”, the brand said.
It will launch in 70cl bottles (rsp: £19) and in a 5% abv RTD mixed with lemonade (rsp: £2.39) from 1 March.
Flavoured vodka NPD had contributed £7.6m in category growth in the year to 29 June 2024, Smirnoff brand owner Diageo said, citing NIQ data.
Smirnoff’s latest launch would “drive further incremental sales in the category as consumers look to experiment with new favourites”, it added.
“Smirnoff has driven the growth of spirit flavours in the off-trade with previous launches like Cherry Drop, Mango & Passionfruit, and Raspberry Crush,” said Jessica Lace, head of Smirnoff GB at Diageo. “Our brand is an expert in this space, with Raspberry Crush being the biggest flavoured spirit launch in the last three years.
“Peach is the flavour of the moment, and Smirnoff Miami Peach gives shoppers the opportunity to experiment with different mixers to create their own peachy summer serve,” Lace added.
The launch would be supported by a marketing campaign that would “celebrate the colourful vibrancy of Miami” across audio-visual, social, experiential and out of home, Diageo said.
Retailers could sign up via Diageo One to get exclusive PoS for their stores, it added.
Smirnoff has reduced the abv of its flavoured serves in the last year, meaning they can no longer be legally referred to as vodkas. In the UK and EU, vodka must be at least 37.5% abv.
Last January, the brand added Spicy Tamarind, a 30% abv spirit drink. The strength of its other flavoured products including Raspberry Twist, Mango & Passionfruit and Cherry Drop was reduced from 37.5% to 35% abv last May, according to Assosia.
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