Flavours get extra backing

03 March, 2010

Diageo GB is upping its investment in the flavoured vodka category by ploughing £2.2 million into activity to promote its Smirnoff off-shoots over the next six months.

Since the launch of Smirnoff Lime and Smirnoff Green Apple last June, the drinks giant has invested £3.7 million in national radio and online activity, outdoor ads and a below-the-line marketing campaign.

The additional money will be spent on further outdoor advertising targeting 18 to 30 year olds in an effort “to make flavoured vodka more mainstream”, brand manager Jo Peat told OLN.

“So far people haven’t known what to drink flavoured vodka with, it’s a niche part of their repertoire,” she said.

The investment will also include a heavyweight sampling campaign designed to encourage shoppers to mix Smirnoff Lime with cola and Smirnoff Green Apple with lemonade.

Peat also revealed that Diageo would “definitely look into” adding more variants to the Smirnoff flavours range in the near future.

“We’ve got a healthly foundation to introduce additional flavours, given the success of Lime and Green Apple,” she said. “Repeat rates are positive, with 66% of those who have tried Smirnoff flavours purchasing them more than once since the launch.

“The flavoured vodka category is now in 37% value growth in the off-trade and is worth £12.8 million across total trade,” Peat added.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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