Diageo is adding a new flavoured vodka to its portfolio with the forthcoming launch of Smirnoff Miami Peach Spirit Drink.
The new product, which comes with flavoured vodka adding £7.6m to the UK off-trade last year, launches on 1 March as a 70cl spirit drink (35% ABV) with an RSP of £19. It will also be available from 7 March as a 250ml RTD mixed with lemonade (5% ABV) with a £2.39 RSP.
A wide-ranging advertising campaign will support the launch, including audiovisual, social media, experiential and out-of-home activities.
Retailers will be able to sign up through Diageo One to get exclusive point of sale displays to bring Miami to their stores.
Jessica Lace, Head of Smirnoff GB, commented: “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. The spirit drink pairs perfectly with lemonade for a delicious and simple mixed drink that will bring the Miami vibes to the UK, alternatively shoppers can experiment with a Miami Peach Sunrise or Miami Peach & Iced Tea to level-up cocktail night at-home!”
