Smirnoff goes for Gold in the shot market

Smirnoff Gold is a 37.5% ABV blend of vodka, a “hint of natural cinnamon flavouring” and garnished with 23 carat gold leaf.

It will be supported with a £4.5m marketing investment, said brand owner Diageo. “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,” said Karen O’Shea, marketing manager for Smirnoff Western Europe.

The company said the launch would further boost the flavoured vodka category, which is growing by 2% year-on-year through the UK on-trade (CGA value data MAT to WE 15/6/13) and the shot category, which is currently worth £630m to the on-trade (CGA  On Trade Report MAT Val 23.3.13) and is a sector of the market Smirnoff has not previously competed in.

Smirnoff Gold can be served as a shot, over ice or mixed with apple juice and lemonade. A serving “ritual” has also been developed where a shot is poured into the apple juice and lemonade and served on a gold shot paddle.

“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,” O’Shea said.

The last flavour to join the Smirnoff range was coffee, which was released in March.

Last week Diageo unveiled a new more premium Baileys variant, Baileys Chocolat Luxe, which will be launched next month.