Vodka brand Smirnoff is launching a new product called Miami Peach in pure spirit form and as a ready-to-drink canned option.
The launch of the peach-flavoured drink follows strong growth in the flavoured vodka category last year, contributing £7.6m in the off-trade. Smirnoff stated that is looking to drive further incremental sales in the category as consumers look to experiment with new favourites ahead of the summer.
New Smirnoff Miami Peach will be available as a 70cl spirit drink (35% ABV) that is launching on 1st March and as a ready-to-drink 250ml can mixed with lemonade (5% ABV), which is launching on 7th March.
Jessica Lace, Head of Smirnoff GB, commented: “Smirnoff has driven the growth of spirit flavours in the off-trade with previous launches like Cherry Drop, Mango and Passionfruit, and Raspberry Crush. Our brand is an expert in this space, with Raspberry Crush being the biggest flavoured spirit launch of the last three years, generating the highest sales value among new products launched in spirits.
“Peach is the flavour of the moment, and Smirnoff Miami Peach gives shoppers the opportunity to experiment with different mixers to create their own peachy summer serve. The spirit drink pairs perfectly with lemonade for a delicious and simple mixed drink that will bring the Miami vibes to the UK, alternatively shoppers can experiment with a Miami Peach Sunrise or Miami Peach & Iced Tea to level-up cocktail night at-home!”
To support the launch of Miami Peach, a 360 marketing campaign is being launched, celebrating the vibrancy of Miami across A/V, social, experiential and out-of-home. The through-the-line campaign will connect music, entertainment and culture with the fruity flavours of Smirnoff Miami Peach to “create unforgettable moments”. Retailers will be able to sign up through Diageo One to get exclusive point-of-sale displays.
