Smirnoff is making its mark on the frozen alcoholic drinks category with the launch of its new sorbets and frozen pouches range.
Smirnoff supplier Diageo is rolling out 1,000 freezers to c-stores to support the sorbet and frozen drinks ranges
The brand is following in the footsteps of Parrot Bay, whose ‘freeze and squeeze’ cocktails delivered 61% incremental growth to the total beverage alcohol market during 2013.
The new Smirnoff Sorbet range comes in three fruit flavours – Raspberry, Mango and Lemon, while the frozen drinks offering includes Smirnoff Apple Bite and Smirnoff Ice.
Smirnoff brand director Louise McKerrow said: “We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector.
“Smirnoff is a recognised and trusted brand and therefore consumers will be keen to try the new offering and the different variants within the range.”
Smirnoff Sorbets, Smirnoff Apple Bite and Smirnoff Ice pouches have an RRP £2.99