Diageo takes Smirnoff brand into cider

Diageo is dismantling the walls between styles of alcoholic drink by taking the world's biggest vodka, Smirnoff, into fruit cider.

Smirnoff Cider will sell for £1.99 in the off trade and £4.50 in the on trade
Smirnoff Cider will sell for £1.99 in the off trade and £4.50 in the on trade

Available from today in both bars and supermarkets, Smirnoff Cider comes in Raspberry & Pomegranate and Passionfruit & Lime flavours in a stark, clear glass bottle, which Diageo said was designed to "convey the crisp, clean taste of the liquid."

The launch will be supported by an outdoor, digital and social campaign kicking off in August.

It is the second cider product launched by the drinks giant, following Pimm’s Cider Cup last year. Diageo is also rolling out a growing range of contemporary craft-inspired beers through its pilot brewery at Guinness, The Brewers Project.

Fruit cider has been the main driver of growth in the cider in recent years, with brands such as Kopparberg, as well as fruit versions of top seller Strongbow, leading the charge. The new product – which has branding characteristics in common with both other fruit ciders, and Smirnoff Ice – is likely to increase perceptions that fruit cider plays a similar role in the market to that once filled by alcopops.

Claire O’Neill, innovation commercialisation manager at Diageo GB, said: "By entering into the fruit cider category under the strength of the Smirnoff brand name, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More