By Annette Shailer
Diageo Australia has launched Smirnoff Cocktails – the latest innovation from the Smirnoff brand set to establish an entirely new ‘ready to serve’ category in Australia.
Smirnoff Cocktails are a range of premium, ready to serve cocktails blended with Smirnoff No 21 that will do away with cocktail blenders, shakers and ingredients.
The cocktails are available in three variants, Smirnoff Vodka Mojito – Smirnoff No 21 vodka, kaffir lime liquor and a dash of mint, Smirnoff Grand Cosmopolitan – Smirnoff No 21 vodka, Triple Sec Liquor and cranberry juice and Smirnoff Pomegranate Martini –Smirnoff No 21 vodka, pomegranate juice, Meyer lemon liquor and natural lemon.
Smirnoff Cocktails will be supported in the off-premise market with in-store visibility and strong trial driving activity, including in-store sampling, events and an extensive media and public relations campaign.
Diageo’s recent win as the exclusive spirits supplier to the Victoria Cup Races, which includes Derby Day and Melbourne Cup, will provide a great opportunity for consumer sampling.
Diageo Australia marketing director, John Green, said that Diageo is investing $1.5 million into the launch of the Smirnoff Cocktails.
“We anticipate that Smirnoff Cocktails will broaden the appeal of the Smirnoff brand into new occasions and believe that this is a great opportunity for retailers to embrace an innovation that we’re confident consumers will love, whilst growing overall retailer revenue,” he said.
Smirnoff Cocktails 700ml bottles will have a recommended retail price of $22.99.