Smirnoff introduces vodka with edible goldBy Amy Hopkins
Smirnoff is continuing to push boundaries in the flavoured vodka market with its recently launched release containing edible 23-carat gold and cinnamon.
Smirnoff Gold, launched in the UK this month, is a blend of Smirnoff No.21 premium vodka, natural cinnamon flavouring, and edible gold leaf that is said to give the bottling a luxurious image, adding to its shelf stand out.
Brand owners, Diageo, hope that this new expression will appeal to consumers seeking a new vodka experience, driving incremental sales in the vodka category along the way. Diageo aim to push sales further through a £4.5 million integrated through-the-line campaign.
Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said: “Smirnoff is leading the way in innovation within the vodka category and this new premium offering represents a significant opportunity for retailers to grow their vodka sales by encouraging consumers to trade up.”
To coincide with the release of Smirnoff Gold, the brand has also unveiled a new signature serve – “Smirnoff Apple Bite”, a blend of Smirnoff Vodka, lemonade and apple juice – which can be mixed with Smirnoff Gold to create the “Apple Bite Gold”.
Smirnoff Apple Bite, which has an abv of 6.4% will also be available in a 250ml pre-mix can at an RRP of £1.90.
O’Shea said that both product launches build on Diageo’s “drink inventively” ethos and aim to “drive category growth by attracting new and existing consumers with highly unique and premium offerings”.
With an abv of 37.5%, Smirnoff Gold is currently being rolled out across UK on- and off-trade channels at an RRP of £21.95.