Smirnoff launches cider variation

Smirnoff has entered the fruit cider market with two flavoured ciders mixed with Smirnoff vodka.

The new brand, Smirnoff Cider, will be available in two flavours – Raspberry & Pomegranate and Passionfruit & Lime, a lightly fizzed cider with a blend of crisp, fruit flavours combined with Smirnoff vodka. 

Packaged in a minimalistic clear glass bottle, the August launch will be backed by an OOH, digital and social media campaign.

Claire O’Neill, innovation commercialisation manager at Diageo GB, said: “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. 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.”

The 500ml bottles will retail at £1.99 in the off-trade and £4.50 in the on-trade. ABV is 4%.

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