Smirnoff kicks off its in-cider training

A new face is coming to fruit cider this month as vodka brand Smirnoff makes its debut in the category.

Smirnoff Cider is available in two flavours, Raspberry & Pomegranate and Passionfruit & Lime, RRP £1.99, and is also available in price-marked packs.

From August, the new products will be backed by an outdoor, digital and social media campaign.

Claire O’Neill, innovation commercialisation manager at Diageo, said: “We’re confident Smirnoff can take cider to the next level.”