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Diageo creates frozen Smirnoff pouches range

Smirnoff, the vodka brand from Diageo, is making its mark on the frozen alcoholic drinks category with the launch of a range of single serve Smirnoff Sorbets and Smirnoff Apple Bite and Smirnoff Ice pouches with an RRP of £2.99.

The brand is following in the footsteps of Parrot Bay, whose ‘freeze and squeeze’ cocktails delivered 61% incremental growth to the Total Beverage Alcohol market in 2013.

The new Smirnoff Sorbet range is available in three fruit flavours – Raspberry, Mango and Lemon – while the frozen drinks offering includes Smirnoff Apple Bite and Smirnoff Ice, representing the first time Diageo has frozen a drink that already exists within a brand’s portfolio.

Diageo will be investing heavily into the new Smirnoff Sorbets and frozen drinks ranges, with in-store activations and sampling taking place, alongside the roll-out of 1,000 freezers across the convenience channel, to encourage consumers to consider the product on their way in and out of stores.

Louise McKerrow, brand director for Smirnoff western Europe at Diageo, says: “It’s incredibly exciting to bring Smirnoff vodka into this growing category and introduce innovative offerings as part of the new range. We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector.

“Smirnoff is a recognised and trusted brand, therefore consumers will be keen to try the new offering and the different variants within the range. Frozen pouches are an ideal way for retailers to expand their offering and Smirnoff will continue to invest in the category.”

The Smirnoff frozen drinks in easy-tear foil laminate pouches allow retailers to capitalise on both passing trade, and consumers who are looking to add a new dimension to their casual get-togethers with new and interesting products.
The pouches can be sold ready-frozen, or if there is no facility for this in-store, consumers can purchase the drinks and freeze them at home. Retailers are encouraged to use the frozen or non-frozen pouches to create eye-catching displays in visible locations around their stores to alert shoppers to the new drinks.
McKerrow adds; “Shoppers are looking for fresh, interesting drinks to try themselves and serve to friends, and during consumer tests, 87% found the Sorbets appealing. Smirnoff Sorbets and frozen Smirnoff Ice and Smirnoff Apple Bite provide a truly unique and inventive drinking experience from the world’s number one spirit brand.”


28 April 2014 - Felicity Murray The Drinks Report, editor