Diageo: Flavoured vodka could soar in UK
Flavoured vodka could be as popular in Britain as it is in the US, Diageo has said as it launches its coffee-flavoured Espresso Smirnoff in the country.
Espresso Smirnoff was first launched in 2011 as a travel retail exclusiveThe UK-based drinks group has spotted the potential for flavoured vodka to mirror the phenomenal success it has had in the US, in the UK.
“There is a significant opportunity to grow flavoured vodka sales in the UK, as we can learn from the US where flavoured vodka accounts for 18% of the total vodka category,” said Karen O’Shea, marketing manager for Smirnoff Western Europe.
Already distributing its Lime Smirnoff, Green Apple Smirnoff, Vanilla Smirnoff and Blueberry Smirnoff in the UK, Diageo now intends to attract a wider consumer base into the flavoured vodka category – which is worth £116 million – with the launch of its Espresso Smirnoff.
“The launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination. The new variant will also inspire consumers to try something different and experiment with flavours.”
The launch of Espresso Smirnoff will be supported by an integrated marketing campaign including retail sampling and POS.
The Smirnoff variant was first launched in global travel retail in summer 2011. It is now available in the US, Australia and Indian markets, amongst others.
