Smirnoff has introduced Smirnoff Gold – a blend of Smirnoff No.21 premium vodka with a hint of natural cinnamon flavouring, and garnished with real edible 23 carat gold leaf. Available in all channels from mid-August, the launch will be supported by a £4.5m integrated through-the-line campaign.
Karen O’Shea, Marketing Manager for Smirnoff Western Europe at Diageo, says, “Smirnoff is leading the way in innovation within the vodka category and this new premium offering represents a significant opportunity for outlets to grow vodka sales by encouraging consumers to trade up.”
To coincide with the unveiling of the new variant, Smirnoff has also developed a new signature serve – Smirnoff Apple Bite – a blend of Smirnoff vodka, lemonade and apple juice.
In addition to the signature serve, bartenders are encouraged to serve the new variant as a shot served straight over ice, or as part of a ‘ritual’: pouring the shot of Gold into a glass of apple juice and lemonade and serving it in a Gold Bullion shot paddle. The UK shots market is growing and is currently worth £630m in the on trade representing a significant sales opportunity for outlets.
Karen O’Shea continues: “The launch of Smirnoff Gold and the Smirnoff Apple Bite signature serve builds on our ‘Drink Inventively’ positioning, by inspiring consumers to enjoy Smirnoff in new ways. What’s more, the unique shot ‘ritual’ offers consumers an experience they cannot replicate at home, adding an inventive twist to night outs.”