Cinnamon Smirnoff Gold

Diageo has introduced Smirnoff Gold – a blend of Smirnoff No.21 premium vodka with natural cinnamon flavouring, garnished with edible 23 carat gold leaf.

The launch is supported by a £4.5m integrated through-the-line campaign.

The company says the new variant is designed to appeal to consumers seeking new flavours, and is set to drive incremental sales into the vodka category, which is growing at 3% year on year in the off-trade.

The edible 23 carat gold leaf is ‘suspended’ in every bottle to give the product strong stand-out on shelf.

Karen O’Shea, marketing manager for Smirnoff Western Europe, 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.”

To coincide with the unveiling of the new variant, Smirnoff is launching a new signature serve - Smirnoff Apple Bite – a blend of Smirnoff vodka, lemonade and apple juice, which, it is said, will inspire consumers to enjoy Smirnoff in new ways.

Smirnoff Apple Bite will also be available in a pre-mix can, for consumers looking to enjoy “something for tonight”. The addition of the pre-mix can offers the opportunity for convenience retailers to increase sales as pre-mix is the fastest growing alcohol segment in the off trade.

O’Shea continues: “The launch of Smirnoff Gold and our new signature serve, Smirnoff Apple Bite, builds on our ‘Drink Inventively’ positioning; encouraging consumers to experiment with different flavour combinations, and driving category growth by attracting new and existing Smirnoff consumers with a highly unique, premium offering.”