Diageo announces latest Smirnoff innovation: ‘Mango & Passionfruit Twist’

Vodka brand Smirnoff has expanded its new flavour range by introducing Smirnoff Mango & Passionfruit Twist (37.5 per cent ABV). Available in Booker from today, the new variant is set to continue the brand’s growth momentum within the flavoured vodka category.

The launch of this new spirit is part of the brand’s ambition to evolve its flavour portfolio and spearhead growth and innovation. 87 per cent of spirits growth has come from flavour and the brand aims to continue growing this category. Following the successful introduction of Smirnoff Raspberry Crush in the summer, achieving an astonishing £6M RSV in the first 10 weeks of launch, this new flavour variant hopes to make a substantial entry into the market.

The new Smirnoff Mango & Passionfruit Twist echoes the bold new packaging Raspberry Crush is now also known for, emulating the fruit flavours and guaranteeing on-shelf appeal.

Bursting with flavour, blending sweet mango and passionfruit, the new release is simple to serve and delicious to drink; ideal to drink as a long drink over ice mixed with lemonade and garnished with a slice of lime or passionfruit or as a Mango & Passionfruit Martini, Spritz or Punch Cocktail.

“We have strong ambitions for our growing flavour range and are excited to be bringing a brand-new variant to our customers following the successful launch of Raspberry Crush as well as growing consumer demand," said Nick Payman, head of Smirnoff GB, Diageo. "Smirnoff never shies away from standing out from the crowd and as we know vodka flavours are growing at a rapid rate, there is huge opportunity to continue expanding and developing our portfolio.”