SPIRITS firm Diageo has expanded its portfolio of frozen alcoholic drinks with the introduction of a frozen Smirnoff range.
The new range, which follows the launch of the firm’s Parrot Bay “freeze and squeeze” cocktails, brings five frozen Smirnoff variants to the UK.
A Smirnoff Sorbet range, comprising three fruit flavours – Raspberry, Mango and Lemon – has been launched, as well as frozen pouch variants of Smirnoff Ice and the Smirnoff Apple Bite signature serve launched last year.
Louise McKerrow, brand director for Smirnoff in western Europe at Diageo, said it was “incredibly exciting to bring Smirnoff vodka into this growing category”.
“We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector,” said McKerrow.
“Smirnoff is a recognised and trusted brand, therefore consumers will be keen to try the new offering and the different variants within the range.
“Frozen pouches are an ideal way for retailers to expand their offering and Smirnoff will continue to invest in the category.”