Driving up spirits sales with a Peach of a new flavour
DRINKS giant Diageo has unveiled a new flavour for its Smirnoff Vodka range with the new Miami Peach variant.
Combining the sweet flavour of peach with smooth Smirnoff Vodka, the new drink takes inspiration from vibrant summer days on Miami Beach with a versatile flavoured vodka.
The new product lands as both a 700ml spirit drink – 35% ABV – on 1 March for £19 MRSP, as well as a more convenient ready-to-drink 250ml can mixed with lemonade – 5% ABV – which rolls out on 7 March for £2.29 MRSP.
To support the launch of Miami Peach, Diageo has invested into a creative marketing campaign with a focus on the vibrancy of Miami across video, social, experiential and out-of-home channels.
The through the line campaign will connect music, entertainment and culture with the fruity flavours of Smirnoff Miami Peach, says Diageo, to help create some unforgettable moments this summer.
Retailers can sign up through Diageo One to receive exclusive POS materials to help bring Miami to their stores and evoke a summer feeling in stores.
Jessica Lace, head of Smirnoff GB, said: “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.”
