The Fruit Cider category received a shake-up this week with the launch of Smirnoff Cider.
Tapping into the growing Cider segment, Smirnoff Cider is available in two flavours – Raspberry & Pomegranate and Passionfruit & Lime. Both offer lightly-fizzed cider with a blend of crisp, fruit flavours combined with Smirnoff vodka.
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 expand, 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.”
Although Smirnoff Cider is available to order now, marketing activity isn’t scheduled until August when out-of-home, digital and social media campaigns kick-off.
The launch follows that of Pimm’s Cider Cup in June 2015, which became the no.1 selling cider innovation after just eight weeks in the category.
Smirnoff Cider is available across all channels in £1.99 PMPs.
