Diageo has launched new Smirnoff Infusions, a 23% ABV drink infused with fruit essence.

It is available in two flavour varieties, including Orange, Grapefruit & Bitters, and Raspberry, Rhubarb & Vanilla, and is recommended to be mixed with soda, with the finished serve containing 87 calories based on a 50ml serve. It comes with an RRP is £14.

The launch will be supported with a £4.4m campaign, which the supplier says is predicted to reach 97% of the UK population in the first year.

Sarah Shimmons, the brand’s marketing manager for Europe, said: “Smirnoff Infusions is an exciting new addition to our portfolio in the UK.

“The process features real fruits infused and distilled individually for the perfect amount of time to allow their natural flavours to be extracted. The resulting drink is blended with Smirnoff No. 21 Vodka and crafted at 23% ABV, to ensure the perfect balance of natural and fruity flavours.”

The supplier says in wholesale, retailers will find the drink sited next to vodka.

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