Blueberry Smirnoff launches in Ireland

Smirnoff Flavours, Ireland’s number one flavoured vodka brand,* has announced the addition of a new variant to its flavoured vodka range in the off-trade in Ireland. Blueberry Smirnoff is crafted using award-winning triple distilled pure Smirnoff No. 21 vodka and the natural flavour of blueberries.

As with the existing Smirnoff flavoured variants, Blueberry Smirnoff benefits from the simplicity of its serve – with lemonade in a long glass, over ice – making it easy for shoppers to create a great-tasting, mixed spirit drink at home.

The launch follows a successful trial and roll-out of Blueberry Smirnoff in Great Britain and is to be supported by an all-island outdoor, press, digital and sampling campaign which will champion the entire Smirnoff flavoured vodka range, including Lime Smirnoff and Green Apple Smirnoff.

Joanna Andrews, Western Europe brand manager for Smirnoff Flavours at Diageo, comments: “Smirnoff Flavours has seen significant volume sales in Ireland, with a 73% growth in the past year*. Given the positive results of our consumer test and roll-out in Great Britain, Blueberry Smirnoff is going to offer even greater potential for exploding that growth in Ireland.

“We advise retailers to take advantage of this profitable opportunity by stocking all three of the Smirnoff flavoured vodkas, as each offers a different flavour profile and will together appeal to a wide range of shoppers. We recommend positioning the range alongside Smirnoff No. 21 to maximise standout on shelf. Using additional displays to highlight the perfect long, mixed serve will also help consumers enjoy the best possible drinks experience at home whilst encouraging greater basket spend and repeat purchase.”

Blueberry Smirnoff will be available in 70cl format throughout the Republic of Ireland and Northern Ireland from February 2012.

*Nielsen Off-trade MAT, Nov 2011