Smirnoff hopes to grow the UK’s flavoured vodka market

Smirnoff hopes to grow the UK’s £116 million flavoured vodka market with the UK launch of its Espresso Smirnoff.

The new flavour will be available across the UK from April and brand says it expects Espresso Smirnoff “to drive incremental sales into the growing flavoured vodka segment.”

Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said: “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.

“In the UK, flavoured vodka is worth £88m in the on-trade and £28m in the off-trade and 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.”

Smirnoff currently offers lime, green apple, vanilla and blueberry flavours of its vodka and in a statement the company said: “The launch of Espresso Smirnoff offers an additional opportunity for retailers and outlets to drive vodka sales with a new and exciting innovation.”

Espresso Smirnoff is a blend of Smirnoff Red with the natural flavour of espresso coffee, which is extracted from real coffee beans.

The launch of Espresso Smirnoff will be supported by an integrated marketing campaign including in-store sampling, PR and point of sale.

Smirnoff recommends that the espresso vodka is served with cola and ice.