Blueberry joins Smirnoff flavours
Published:  19 July, 2010

Diageo has added blueberry to its Smirnoff flavoured vodka range in the UK.

The launch follows its trial in the Bristol area, where Smirnoff’s existing lime and green apple vodkas were also tested.

The launch will be backed by a £6 million outdoor ad and sampling campaign for the whole range.

The campaign will break this month in 11 cities, and blueberry will be added to the ads in October.

Sampling activity will take place in major multiples.

Brand manager Jo Peat said: “There is still an education job to be done in helping consumers understand how to drink flavoured vodka and have the opportunity to experience the perfect long, mixed serve.”

Diageo recommends the blueberry version is served with lemonade.

It said the blueberry test had seen overall range sales grow by 52%, and the flavour had accounted for 28% of the range’s sales where stocked.

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