By Sacha Delfosse

With the rising popularity of Espresso Martinis in Australian bars, Diageo Australia has announced the national launch in October of its new Smirnoff Espresso flavoured vodka.

With a fresh brew aroma, hints of sweet vanilla and an authentic coffee flavour, Diageo Australia believes the new Smirnoff Espresso vodka is ideal for making Espresso Martinis and will also be embraced by bartenders and used to create an exciting range of new cocktails.

"Bartenders and consumers are constantly looking for exciting new ways to create new cocktails and inspire new mixed drinks and the launch of Smirnoff Espresso vodka taps into this trend," said Diageo Australia marketing manager – vodka, Adam Ballesty.

"The rich, smooth coffee flavours complement the purity of Smirnoff vodka perfectly, creating the ideal base for a range of innovative new drinks. By presenting bartenders and retailers with a fresh take on Smirnoff, we hope to continue to fuel interest in the flavoured vodka category."

According to Diageo Australia, the vodka category is continuing to perform well , with the flavoured vodka segment driving growth, as consumers continue to seek out new flavours experiences. The company expects its new Smirnoff Espresso to lift vodka sales in both the on and off premise channels. 

To help drive awareness and sales in on-premise for the new variant, Diageo Australia will be providing selected venues with Smirnoff Espresso vodka kits that will include an Espresso machine, Smirnoff Espresso and key ingredients needed to mix the perfect Espresso Martini.

In addition, the company will be running a number of masterclasses in Sydney, Melbourne and Brisbane throughout October for participating venues to help bartenders maximise the potential of the new flavour.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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