Smirnoff is pouring its raspberry vodka into ready-to-drink cans.
Billed as a “bold, juicy” drink, Raspberry Crush with Lemonade (4.5% abv) will roll out in standard and price-marked 250ml cans on 6 April (rsp: £1.95).
It was “perfectly placed” to capitalise on the growth of flavoured vodka and RTD sales, and would recruit more drinkers to the vodka category, said Smirnoff.
The launch will be supported with a marketing investment of “over £2m”.
It follows the launch of Raspberry Crush last summer, which was “the bestselling flavoured vodka of the last six months in the off-trade”, Smirnoff claimed.
“Following the launch of Smirnoff Raspberry Crush, we were keen to find more ways for people to enjoy the spirit as well as recruit new drinkers to the category”, said Smirnoff brand manager Camisha Zinke.
The RTD format did “exactly that”, placing the brand “at the forefront of emerging trends”, she said.
Zinke added: “We’re excited to offer the high-quality, vibrant liquid in a convenient, on-the-go format which retailers can capitalise on.”
Smirnoff isn’t the only spirits brand hoping to capitalise on the convenience afforded by RTD formats.
Absolut, for instance, recently added a canned passionfruit martini to its lineup.
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