Smirnoff Enters Fruit Cider Market

Smirnoff has announced that it is entering the fruit cider category with the launch of Smirnoff Cider, available in two flavours: Raspberry & Pomegranate and Passionfruit & Lime.

Each contains lightly fizzed cider with a blend of 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 name , and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”