Diageo mixes it with new flavours

11 July, 2008

Diageo is making a fresh attempt to crack

the flavoured vodka market.

Starting this month, Lime Smirnoff and Green Apple Smirnoff will be trialled in selected retailers and bars in Bristol for six weeks. The tests will be promoted by a range of marketing activity in the city, including print ads, online activity, and POS material.

By blending the flavours into the vodka itself, the lime and green apple cut through mixers, making the spirits suitable for long mixed drinks, claims senior innovation manager Mike Martin.

"Both

are

ideal for retailers looking to differentiate their vodka serves. The Bristol test will

create further excitement and consumer interest in the vodka category, while driving incremental profit for retailers," he said.

"Consumer feedback

indicates that the added flavour enhances the perception of quality and value. So we are recommending that retailers sell Lime Smirnoff and Green Apple Smirnoff at a 10% premium to Smirnoff No 21 vodka," Martin added.

Martin added that Diageo will fully evaluate the results of the test before

deciding on

future plans for the products in

the UK. Both flavours are available in 70cl bottles and have 37.5% abv.

It follows previous attempts by

Diageo to establish a flavoured vodka in GB retail, including berry-infused Smirnoff Norsk.

International Wine & Spirit Record data shows that the flavoured vodka market currently accounts for 4% of total volume sales in the vodka category globally, compared with less than 1% in Europe.




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