Smirnoff expands RTD range with Mango & Passionfruit Twist launch

Diageo's RTD brands currently have 59% market share

Smirnoff mango & passionfruit twist pre-mix

Diageo has expanded its Smirnoff pre-mix ready-to-drink (RTD) range with the launch of Smirnoff Mango & Passionfruit Twist.

The new flavour (4.5% ABV) is available this month in a 250ml slimline can, also available in a £2.39 price-marked pack.

Currently, flavoured vodka is growing by 51.9% and Diageo’s RTD brands take up a 59% share of the subcategory’s sales.

Additionally, Smirnoff Mango & Passionfruit Twist vodka, from which the new RTD is derived, is already one of the top three selling flavoured vodkas, having launched in March.

The supplier will support the new RTD launch as part of an ongoing £2m marketing investment which includes broadcast, digital and social media advertising and consumer activations.

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