By Rebecca Harris

Diageo Australia has further cemented itself as a market leader in the emerging ready-to-serve category, releasing the Smirnoff Signature Serve range on Monday (Aug 16).

A breakthrough for the vodka category, Smirnoff Signature Serves combines the popular vodka with one of two flavours – Blood Orange or Cranberry – in a two litre multi-serve box.

Both flavours have been developed to appeal to the target demographic of females over 30 years. Its release comes on the back of last year’s successful launch of Smirnoff Cocktails – a range of pre-mixed popular cocktails available in 750ml bottles.

“Both Smirnoff Cocktails and Smirnoff Signatures Serves are significant steps in the further development of the pre-mix category, delivering classic bar quality serves at home,” said Diageo Australia’s innovation director Jonathan Curnow.

“We believe that the quality of the liquid and the sustainability of the format for at-home consumption will be key selling points for consumers and in turn drive growth of the ready-to-serve category and profits for our retailers,” he added.

Diageo Australia is investing $4.5 million into the launch and it will be supported by a strong above and below-the-line campaign including digital, television, print media and outdoor advertising.

Smirnoff Signature Serves has an ABV of 6.4% and will retail for RRP $26.99 per two litre box.

The Shout Team

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

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