The Smirnoff Mango & Passionfruit Twist Vodka is Fruit-Forward
Michael Hemsworth — November 3, 2021 — Marketing
References: smirnoff & talkingretail
The Smirnoff Mango & Passionfruit Twist vodka is being launched by the brand in the UK to continue offering consumers flavor-focused spirit varieties that are in-line with their preferences. The spirit is being exclusively rolled out to Tesco and Booker wholesale locations starting on November 3 before being rolled out to additional markets starting in March 2022. The vodka will retail for £16.99 or less and follows on the increased popularity of flavored spirit varieties amongst consumers.
Head of Smirnoff at Diageo Nick Payman commented on the new Smirnoff Mango & Passionfruit Twist vodka saying, "We have strong ambitions for our growing flavour range and are excited to be bringing a brand-new variant to our customers following the successful launch of Raspberry Crush as well as growing consumer demand. Smirnoff never shies away from standing out from the crowd and as we know vodka flavours are growing at a rapid rate, there is huge opportunity to continue expanding and developing our portfolio.”
Head of Smirnoff at Diageo Nick Payman commented on the new Smirnoff Mango & Passionfruit Twist vodka saying, "We have strong ambitions for our growing flavour range and are excited to be bringing a brand-new variant to our customers following the successful launch of Raspberry Crush as well as growing consumer demand. Smirnoff never shies away from standing out from the crowd and as we know vodka flavours are growing at a rapid rate, there is huge opportunity to continue expanding and developing our portfolio.”
Trend Themes
1. Fruit-flavored Spirits - Creating new fruit-flavored spirits or infusing existing spirits with fruity flavors can offer an opportunity for the spirits industry to differentiate themselves in the market.
2. Consumer Preferences - Tracking consumer preferences and launching new products in line with those preferences can be a key innovation opportunity for companies, particularly in the spirits industry where flavor preferences are constantly changing.
3. Exclusivity Deals - Creating exclusive deals with large retailers to launch new products can help companies gain visibility and popularity among consumers, especially when launching new and unique flavors in the competitive spirits market.
Industry Implications
1. Spirits - The spirits industry can continue to innovate by offering consumers new and unique flavor options, as well as infusing existing products with different flavors to match changing consumer preferences.
2. Retail - Large retailers can leverage their market position to create exclusive deals with brands, offering new and unique products to their customers and driving sales in the competitive spirits market.
3. Consumer Goods - Consumer goods companies can provide new, innovative products by tracking consumer preferences and offering unique flavor profiles in response to these changing trends.
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