Smirnoff moves into vodka-based fruit cider

Diageo is set to “revolutionise” the fruit cider category with the launch of vodka-based Smirnoff Cider in the UK.

Smirnoff Cider is a blend of lightly fizzed cider, fruit flavours and Smirnoff vodka

Available in two flavours – Raspberry & Pomegranate and Passionfruit & Lime – the new range is described as a blend of lightly fizzed cider, fruit flavours and Smirnoff vodka.

It aims to diversify Smirnoff’s portfolio and tap into the growing cider category, which is currently worth £2.7 billion.

“There have been a number of innovations into the fruit cider category over the last few years, and as the market continues to grow in both the on- and off-trade channels, we still see that there is potential to grow the category even further,” said Claire O’Neill, innovation commercialisation manager at Diageo GB.

“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.”

Smirnoff Cider is now available in the off-trade at a PMPs of £1.99 and in the on-trade an at RRP of £4.50. From August, the product will be supported by a targeted by an out-of-home, digital and social media campaign.

Diageo hopes Smirnoff Cider will follow the success of Pimm’s Cider Cup, which became the best-selling cider innovation eight weeks after its launch in June 2015.