Diageo has added to its Smirnoff vodka portfolio in the UK with a new spirit infused with fruit essence and natural ingredients.
Made with Smirnoff No.21 Vodka, Smirnoff Infusions is available in two flavours: orange, grapefruit and bitters; and raspberry, rhubarb and vanilla.
Hitting shelves in time for summer, the 23% ABV range is best served with soda, ice and an orange or raspberry fruit garnish.
Sarah Shimmons, Smirnoff marketing manager for Europe, said: “Nightlife is evolving and more people are socialising at earlier times of the day to spend quality time together. Alongside this is the rise in popularity of the spritz, which has now become a summer staple.
“Smirnoff Infusions taps into the growing demand from consumers for great-tasting drinks with a real depth of flavour. The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavours to be extracted.
“This ensures the optimal balance of natural and fruity flavours at the heart of the liquid, with good spirit cut-through.”
Smirnoff Infusions is sold as a 50cl bottle with a recommended retail price of £14.
The launch comes months after Diageo released Smirnoff Zero Sugar Infusions, a sugar-free, lower-ABV range also available in three flavours: cucumber and lime, watermelon and mint, and strawberry and rose.
Last year, Diageo expanded its Smirnoff line of spiked seltzers with the introduction of a raspberry rosé variant. The beverage has 90 calories per 12oz serving and is free from sugar and artificial sweeteners.
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