These Smirnoff Seltzers Have Been Launched in the UK Market
Michael Hemsworth — June 10, 2020 — Marketing
Sparkling alcoholic refreshments have surged in popularity as of late as consumers seek out flavorful cocktails that are low in calories, so the Smirnoff Seltzers have been launched in the UK in response to this demand. The ready-to-drink cocktails from Diageo are made with a mix of the Smirnoff No.21 Premium Vodka along with sparkling water and a blend of natural fruit flavors. The drinks contain just 72 calories each and come in summery flavor options including Orange & Grapefruit and Raspberry & Rhubarb.
Global Marketing Director for Smirnoff Sarah Shimmons spoke on the new Smirnoff Seltzers saying, "Smirnoff has a long legacy of innovation, so we’re thrilled to bring the new range of Seltzers to the UK. After seeing the trend of hard seltzers soar in the US, we’re delighted to offer consumers refreshing tasting Smirnoff Seltzers, at 72 calories per 250ml serving. We are excited to launch in the UK, just as the summer begins.”
Global Marketing Director for Smirnoff Sarah Shimmons spoke on the new Smirnoff Seltzers saying, "Smirnoff has a long legacy of innovation, so we’re thrilled to bring the new range of Seltzers to the UK. After seeing the trend of hard seltzers soar in the US, we’re delighted to offer consumers refreshing tasting Smirnoff Seltzers, at 72 calories per 250ml serving. We are excited to launch in the UK, just as the summer begins.”
Trend Themes
1. Low-calorie Alcoholic Seltzers - This trend shows the rise of health-conscious consumers who seek flavorful alcoholic drinks with a lower calorie count.
2. Ready-to-drink Cocktails - This trend points toward convenience as a key driver in consumer beverage habits and preferences.
3. Fruit-flavored Alcoholic Beverages - This trend indicates a growing interest in natural and fruit-based flavors among adult consumers.
Industry Implications
1. Alcoholic Beverage - This industry has an opportunity to create innovative products that appeal to health-conscious consumers, such as low-calorie and fruit-flavored alcoholic beverages.
2. Ready-to-drink - This industry can capitalize on consumers' need for convenience by developing more ready-to-drink alcoholic cocktails with natural and low-calorie ingredients.
3. Flavored Water - This industry can learn from the popularity of flavored seltzers and develop more innovative and natural fruit-flavored water products to appeal to health-conscious consumers.
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