Smirnoff taps into lower alcohol trend with new 'Infusions' range
Diageo is introducing Smirnoff Infusions, creating a range for the Smirnoff portfolio that is designed to be mixed with soda to create a lower calorie finished serve.
The new spirit drink, which is made with Smirnoff No 21 Vodka, is infused with real fruit essence and natural ingredients to produce two variants: Smirnoff Infusions Orange, Grapefruit & Bitters; and Smirnoff Infusions Raspberry, Rhubarb & Vanilla.
Each variant is 23% abv and is designed to be mixed with soda. This leads to a finished serve containing 87 calories, based on a 50cl serve of Smirnoff Infusions.
Sarah Shimmons, Smirnoff marketing manager for Europe, said: “Smirnoff Infusions is an exciting new addition to our portfolio in Great Britain, and looks to tap 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. The resulting spirit drink is blended with Smirnoff No. 21 Vodka and crafted at 23% abv to ensure the perfect balance of natural and fruity flavours at the heart of the liquid with a good spirit cut-through.”
The launch will be supported by a £4.4 million campaign for its first year in market.