Smirnoff Infusions Come in Two Artisan-Inspired Flavors
Michael Hemsworth — April 23, 2019 — Lifestyle
References: smirnoff & conveniencestore
Libations with a distinct depth of flavor are growing in popularity as consumers seek out alternatives to traditional offerings, so brands are taking note with new varieties like Smirnoff Infusions. Featuring a 23% ABV, the spirit comes in two flavor options including Raspberry, Rhubarb & Vanilla and Orange, Grapefruit & Bitters. Each of these flavors are perfect for use in a wide array of cocktails or can even be enjoyed on the rocks and straight up to maximize versatility.
Smirnoff Marketing Manager Sarah Shimmons explained the inspiration behind the new libations, saying, "Smirnoff Infusions is an exciting new addition to our portfolio in Great Britain, and looks to tap into the growing demand from consumers for great tasting drinks with a real depth of flavor. The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavors to be extracted. The resulting Spirit Drink is blended with Smirnoff No. 21 Vodka and crafted at 23% ABV, to ensure the perfect balance of natural and fruity flavors at the heart of the liquid, with good spirit cut-through.”
Smirnoff Marketing Manager Sarah Shimmons explained the inspiration behind the new libations, saying, "Smirnoff Infusions is an exciting new addition to our portfolio in Great Britain, and looks to tap into the growing demand from consumers for great tasting drinks with a real depth of flavor. The process sees real fruits infused and distilled individually for the perfect amount of time to allow their natural flavors to be extracted. The resulting Spirit Drink is blended with Smirnoff No. 21 Vodka and crafted at 23% ABV, to ensure the perfect balance of natural and fruity flavors at the heart of the liquid, with good spirit cut-through.”
Trend Themes
1. Flavored-alcohol Trend - The growing popularity of libations with distinct flavors presents an opportunity for brands to create innovative infused spirit drinks.
2. Alternative Cocktail Options - Consumers seeking alternatives to traditional offerings are driving the demand for versatile flavored spirit drinks that can be enjoyed in a wide array of cocktails.
3. Crafted Infusion Process - The process of infusing real fruits individually and distilling them for the perfect amount of time offers a disruptive innovation opportunity for brands to create spirit drinks with authentic and natural flavors.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage industry can tap into the flavored-alcohol trend by developing and marketing infused spirit drinks.
2. Bar and Restaurant Industry - Bars and restaurants can cater to the demand for alternative cocktail options by offering a variety of cocktails made with flavored infusions.
3. Craft Distillery Industry - Craft distilleries can leverage the crafted infusion process to create unique and artisanal spirit drinks that stand out in the market.
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