Smirnoff has introduced a brand-new flavour expression to its growing GB vodka portfolio – Smirnoff Spicy Tamarind – which is now available across the on-trade in 70cl bottles at 30% ABV.
The launch is being supported by a £3.5million marketing campaign across social, digital and OOH, likely to make the new product ‘unmissable’ for consumers throughout the summer.
Smirnoff’s latest liquid is said to have been crafted using ‘juicy tamarind fruit, notes of zingy lime, spice from a mix of chillies and the smooth taste of Smirnoff vodka’ to create a bold and sweet-meets-spicy flavour.
With such flavours leading the way in GB food and drink culture, and the flavoured vodka category continuing to grow, Smirnoff reckons that its Spicy Tamarind will catch the wave of demand for ‘unique and exciting experiences’.
The Mexican-inspired bottle, featuring a vibrant design and a label that contains phosphorescent ink, has been designed to really stand out on the back bar.
Smirnoff brand manager for Diageo GB, Tyler Monk, said: “Smirnoff Spicy Tamarind certainly puts the Smirnoff brand at the forefront of innovation and great flavour. We know that people are becoming more explorative when it comes to food, drink and flavours so we couldn’t think of a more perfect time to launch Smirnoff Spicy Tamarind in GB.
“The latest innovation provides people with a unique twist on well-loved cocktails and is the perfect ingredient for those looking for something unique and exciting to enjoy when socialising with friends. We’re really excited for consumers to try this bold and distinctive taste experience from Smirnoff!”
Diageo said that the new liquid can be enjoyed in a range of different serves and mixed drinks, including a Spicy Smirnoff Margarita cocktail or simply served as a Smirnoff Spicy Tamarind and Lemonade.
