Smirnoff expands into cider with vodka-based fruit cider range
Diageo has diversified its Smirnoff vodka brand with the launch of a new vodka-based fruit cider range.
In a bid to tap into the cider segment, which is currently worth £2.7bn, Smirnoff has created two new ciders, Raspberry & Pomegranate and Passionfruit & Lime, both of which are fused with Smirnoff vodka.
To stand out in the relatively crowded sector, Smirnoff Cider comes in a clear glass bottle to let the colours of the drinks show through.
Claire O’Neill, innovation commercialisation manager at Diageo GB, said: “There have been a number of innovations into the Fruit Cider category over the Read full story ›
Source: The Drum
