Smirnoff launches ‘Raspberry Crush’ flavoured vodka

Smirnoff has introduced a new flavoured vodka Smirnoff Raspberry Crush (37.5% ABV) to the UK.

Available in a 70cl format, the vibrant pink liquid has natural raspberry flavours and can be pre-ordered from today (28th June) on Drink Supermarket. Itwill be available across retailers and wholesale from 12th July as well as selected on-trade venues later in the year.

The newest product launch from Smirnoff comes as flavoured vodka are experiencing the fastest growth within the vodka category, having increased +30% vs LY.

The new bottle is encased in striking packaging and has impactful shelf appeal, featuring vibrant colours to match its bold, juicy raspberry flavour profile. With research revealing that 5.5m vodka consumers don’t drink gin, the new liquid aims to provide greater choice, allowing it to be enjoyed across a variety of occasions such as the early-evening moment.

The launch of Smirnoff Raspberry Crush will be supported with a £2.93m marketing investment to disrupt the market and make a distinctive entrance to the category.

“The launch of Smirnoff Raspberry Crush is a big step towards further invigorating and adding excitement to the vodka category," said Nick Payman, Head of Smirnoff. "The vibrancy of the new pack and liquid, from its colour to its taste, will provide maximum shelf stand out and menu appeal for the trade to capitalise on."