The launch, which brand owner Diageo said would “revolutionise” the cider category, marks its latest attempt to tap into the growing cider segment in the UK; in June 2015 it launched Pimm’s Cider Cup.
Smirnoff Cider will initially be available in two flavours: Raspberry & Pomegranate and Passionfruit & Lime. The newcomer comprises a blend of lightly fizzed cider with crisp fruit flavours, combined with Smirnoff vodka.
Claire O’Neill, innovation commercialisation manager at Diageo GB, said: “There have been a number of innovations into the Fruit Cider category over the last few years, and as the market continues to grow in both the on and off trade channels, we still see that there is potential to grow the category even further.
“By entering into the Fruit Cider category under the strength of the Smirnoff brand, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”
From August Smirnoff Cider will be supported by a marketing campaign, which will include digital and social media activity.
Smirnoff Cider will be available in price-marked packs for the off-trade at £1.99.