Smirnoff, the biggest spirits brand in Europe, has entered the fruit cider category with the launch of Smirnoff Cider.
Smirnoff Cider is available in two flavours - Raspberry & Pomegranate and Passionfruit & Lime, lightly fizzed cider with a blend of crisp, fruit flavours combined with Smirnoff vodka.
Claire O’Neill, innovationc manager at Diageo GB, said: “There have been a number of innovations into the fruit cder 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.”
From August, Smirnoff Cider will be supported by an out of homeH, digital and social media campaign.
Smirnoff Cider will be available in price-marked packs for the off-trade at an RRP of £1.99.