USA – Diageo is broadening its ready-to-drink beverage portfolio under its Smirnoff brand with the introduction of Smirnoff Smash Vodka Soda
The new line of RTD vodka soda beverages, with 100 calories per can, is available in four flavor varieties: watermelon lime, pineapple orange, raspberry peach, and strawberry dragon fruit.
Julie Yufe, Senior Vice President of Rum and Vodka at Diageo, emphasized the brand’s commitment to flavor innovation, stating, “Smirnoff brings people together to share delicious cocktails and Smirnoff Smash Vodka Soda is here to champion that same spirit.”
The Smirnoff Smash Vodka Soda has an alcohol by volume (ABV) of 4.5% and is currently available for purchase in retailers across the United States.
Simultaneously, Diageo-owned brand Ciroc has launched two new ready-to-drink flavors: Summer Citrus and Tropical Passion.
Both variants are mixed with sparkling lemonade and carry a 5% ABV. These RTDs are based on Ciroc’s popular and successful innovations from recent years, including the Summer Citrus spirit drink released in 2021.
Prior to the product launch, consumer taste tests were conducted, revealing a high level of interest, with 82 percent of respondents expressing a willingness to purchase the products.
Conor Brown, Cîroc brand manager for Diageo GB, said: “Our core Ciroc range has performed well for many years across the off-trade, with our flagship Cîroc Blue Dot vodka variant owning the highest rate of sale across the super-premium vodka category.
The brand’s move into the RTD space feels like a natural progression, giving our customers across the grocery, wholesale and convenience channels the opportunity to excite and intrigue their shoppers with brand-new, super-premium RTD options.”
Diageo’s foray into the RTD market reflects its strategic response to the growing demand in the alcohol industry.
Nielsen reports that the RTD category is one of the fastest-growing segments, experiencing a 33% growth for premium variants.
Diageo aims to leverage this trend, strengthening its position in the beverages sector and meeting consumer preferences for convenient and flavorful ready-to-drink options.
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