Diageo goes for gold with new Smirnoff variant

20-Aug-2013 - Last updated on 21-Aug-2013 at 08:31 GMT

Smirnoff Gold is a blend of Smirnoff No.21 premium vodka with natural cinnamon flavouring and edible 23-carat gold leaf

Drinks giant Diageo is continuing to invest in its flavoured vodka range with the introduction of Smirnoff Gold – a blend of Smirnoff No.21 premium vodka, cinnamon and edible 23-carat gold leaf.

Product details:

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 2 per cent year-on-year in the on-trade. The edible 23-carat gold leaf ‘suspended’ in every bottle gives the product a premium look, creating strong stand-out on back bars.

Bartenders are encouraged to serve the new variant as a shot served straight over ice, or as part of a ‘ritual’: pouring the shot of Gold into a glass of apple juice and lemonade and serving it in a Gold Bullion shot paddle.

According to Diageo, the UK shots market is growing and is currently worth £630m in the on trade, representing a significant sales opportunity for outlets.

USP:

Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said: “The launch of Smirnoff Gold and the Smirnoff Apple Bite signature serve builds on our ‘Drink Inventively’ positioning, by inspiring consumers to enjoy Smirnoff in new ways. What’s more, the unique shot ‘ritual’ offers consumers an experience they cannot replicate at home, adding an inventive twist to night outs.”

Suggested serves

Shot – Smirnoff Gold served straight over ice
Shot Ritual – pour the shot of Gold into a glass of Apple Juice and Lemonade. Serve Shot of Gold in Gold Bullion shot paddle.
Long Serve – natural cinnamon flavouring tastes great as part of Apple Bite Gold.

Availability:

Smirnoff gold has been made available this week and has been supported by a £4.5m integrated through-the-line campaign.

Cost:

The suggested RRP for Smirnoff Gold is £21.95.

Why you should buy it:

O'Shea added: “Smirnoff is leading the way in innovation within the vodka category and this new premium offering represents a significant opportunity for outlets to grow vodka sales by encouraging consumers to trade up."

More information:

To coincide with the unveiling of the new variant, Smirnoff has also developed a unique signature serve – Smirnoff Apple Bite – a blend of Smirnoff vodka, lemonade and apple juice. The innovative Apple Bite can be enjoyed with any vodka from the Smirnoff range, including Smirnoff Gold for an ‘Apple Bite Gold,’ offering bartenders the chance to experiment with different flavours from across the Smirnoff portfolio.

For more information about Smirnoff products, visit www.smirnoff.com.