Smirnoff goes for gold

Smirnoff has advanced its foray into the flavoured vodka trend with the UK launch of a cinnamon and gold leaf expression.

Smirnoff Gold contains edible 23 carat gold leaf, which is designed to add an eye catching, luxurious twist to the vodka market. Brand owner Diageo believes the product will help to create incremental sales in the vodka category, which according to Nielsen data to the end of June 2013 is enjoying 3% year-on-year growth in the UK off-trade.

Following its earlier introduction into the travel retail sector in May 2012, the 37.5% abv Smirnoff Gold is now being rolled out into the UK on- and off-trade channels with an RRP of £21.95 for a 70cl bottle.

Introducing this latest range extension, 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.”

In addition to supporting the launch with a £4.5 million through the line campaign, Smirnoff is encouraging consumers to try the brand’s new signature serve, “Smirnoff Apple Bite”, along with the variant “Apple Bite Gold”.

A blend of Smirnoff vodka, lemonade and apple juice, the 6.4% abv cocktail is available with an RRP of £1.90 per 250ml pre-mix can, a format identified by Nielsen as the fastest growing alcohol segment in the UK off-trade.