SMIRNOFF INTRODUCES BLUEBERRY FLAVOUR TO ITS RANGE
Diageo Great Britain is introducing a new Blueberry variant for its Smirnoff flavoured vodka range later this month, in a bid to fuel further growth of the category.
The launch follows a successful trial of Smirnoff® Blueberry in the Bristol area and will be supported by a £6m outdoor and sampling campaign championing the entire Smirnoff flavoured vodka range.
The latest launch from Smirnoff®, Blueberry flavour, has been developed to appeal to consumers who are looking to add more variety to their current drink range and to complement the successful Smirnoff Lime and Smirnoff Green Apple flavours.
As with the existing variants, Smirnoff Blueberry benefits from the simplicity of its serve – served long and mixed with lemonade – making it easy for shoppers to create a great tasting long mixed spirit drink at home.
The Bristol trial for the new flavour saw positive results.
After being introduced to a select number of bars and off-trade retailers in October 2009, Smirnoff Blueberry grew the entire Smirnoff flavoured vodka range by fifty two per cent – accounting for twenty eight per cent of total range sales – without cannibalising the existing flavours.
The total flavoured vodka category has seen significant growth over the past year driven by the success of Smirnoff flavoured vodka and given the results of the Bristol trial, Smirnoff Blueberry hopes to make a further contribution to the category.
Educating consumers on the best way to drink flavoured vodka – as a long mixed spirit drink – is an on-going focus for Diageo GB and, as such, the business is investing £6m in an outdoor and sampling campaign to demonstrate the perfect serve.
Jo Peat, Brand Manager for Smirnoff Flavours at Diageo GB, commented:
“There is still an education job to be done in helping consumers understand how to drink flavoured vodka and have the opportunity to experience the perfect long, mixed serve.
That’s why we’ve invested heavily in an outdoor and sampling campaign for the range to ensure these messages are being clearly communicated to our target audience.”
The outdoor advertising will appear across eleven cities in the UK focusing on Smirnoff Green Apple and Smirnoff Lime from July and including Smirnoff Blueberry in October.
This will be supported by sampling activity in the major multiples and will feature clear communication of the recommended serves for the Smirnoff flavoured vodka range: served long and mixed with cola for Smirnoff Lime and with lemonade for Smirnoff Green Apple and Smirnoff Blueberry.
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