Diageo launches new fruit-flavoured Smirnoff Infusions in UK

UK – World’s spirits giant, Diageo has unveiled a new range of Smirnoff Infusions flavoured with fruit essence and natural ingredients, according to FoodBev media report.

Made with Smirnoff No.21 Vodka, the Smirnoff Infusion is available in two flavours: orange, grapefruit and bitters; and raspberry, rhubarb and vanilla.

They are expected to be available on shelves during the summer best served with soda, ice and an orange or raspberry fruit garnish.

The 23% ABV range is sold as a 50cl bottle with a recommended retail price of £14.

“Nightlife is evolving, and more people are socialising at earlier times of the day to spend quality time together,” said Sarah Shimmons, Smirnoff marketing manager for Europe.

“Alongside this is the rise in popularity of the spritz, which has now become a summer staple.

“Smirnoff Infusions taps into the growing demand from consumers for great-tasting drinks with a real depth of flavour.

“The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavours to be extracted.

“This ensures the optimal balance of natural and fruity flavours at the heart of the liquid, with good spirit cut-through.”

The launch is part of the company’s efforts to transform its Smirnoff range into a more premium portfolio.

Smirnoff in May unveiled a new line of Smirnoff Zero Sugar Infusions in three delicious flavor variants.

The Cucumber & Lime, Watermelon & Mint and Strawberry & Rose infusions are made with natural flavors to create a delicious, sugar-free option without sacrificing taste.

They have ABV of 30%, thus suitable for making sugar free cocktails at home and are perfect for mixing simple, crowd-pleasing cocktails and delicious cocktails.

Last year, Diageo expanded its line of spiked seltzers in the US with the launch of a raspberry rosé variant, containing 90 calories per 12oz serving, free from sugar and artificial sweeteners.

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