Diageo, a London-based multinational alcoholic beverages company, is all set to introduce a new flavored vodka - Espresso Smirnoff - in April 2013 to attract consumers looking for variety and to increase sales in the flavored vodka category.
The coffee flavored vodka is a blend of Smirnoff Red and espresso coffee. It aims to help alcohol outlets and retailers increase their vodka sales.
Diageo Smirnoff Western Europe marketing manager Karen O'Shea said since flavored vodka account for 18% of total vodka sales in the US, there is a high scope for the growth of flavored vodka in the UK.
"In the UK, flavoured vodka is worth £88m in the on-trade and £28m in the off-trade and the launch of Smirnoff Espresso is set to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combination," O'Shea added.
"The new variant will also inspire consumers to try something different and experiment with flavours."
To support the launch of Espresso Smirnoff, Diageo will carry out a marketing campaign with in-store sampling, PR and point of sale.
Espresso Smirnoff, which will be made available through all the channels, will join Smirnoff's other flavored vodkas such as Lime Smirnoff, Green Apple Smirnoff, Vanilla Smirnoff and Blueberry Smirnoff.
