Diageo has diversified its Smirnoff vodka brand with the launch of a new vodka-based fruit cider range.
In a bid to tap into the cider segment, which is currently worth £2.7bn, Smirnoff has created two new ciders, Raspberry & Pomegranate and Passionfruit & Lime, both of which are fused with Smirnoff vodka.
To stand out in the relatively crowded sector, Smirnoff Cider comes in a clear glass bottle to let the colours of the drinks show through.
Claire O’Neill, innovation commercialisation manager at Diageo GB, said: “There have been a number of innovations into the Fruit Cider category over the last few years, and as the market continues to grow in both the on and off trade channels, we still see that there is potential to grow the category even further.
“By entering into the Fruit Cider category under the strength of the Smirnoff brand name, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”
The drinks are available from today (13 June) and will be supported by an OOH, digital and social media campaign in August.