Diageo is attaching 5cl bottles of Smirnoff Flavours to 625,000 bottles of the brand's standard No.21 vodka to encourage trial of the fruitier formats.

The drinks giant will run the £1m activity throughout March and April and expects high-flying sales of the Smirnoff lime, green apple and blueberry 70cl range to accelerate further.

The 5cl bottles will carry a leaflet with a recommended serve for each flavour while retailers will receive PoS material to highlight the promotion.

"We feel the flavoured vodka category continues to have growth potential and we're keen to drive that growth through encouraging even more shoppers to expand their drinks repertoire," said Jo Peat, brand manager.

The Smirnoff Flavours range is currently worth £13m [Nielsen 52w/e 22 January 2011].

Blueberry was added to the range last July.