• Product: Smirnoff Miami Peach
• Supplier: Diageo
• ABV: 35% (vodka), 5% (RTD)
• RRP: £19 (vodka), £2.39 (RTD)
• Available: 1 March (vodka), 7 March (RTD)

Diageo is expanding its Smirnoff vodka range with the launch of a Miami Peach variety in a bottle and ready-to-drink (RTD) can.

The vodka bottle (35% ABV) is available on 1 March, followed by the RTD can mixed with lemonade (5% ABV) on 7 March.

According to the supplier, new flavoured vodka launches contributed £7.6m in the off-trade last year, and Smirnoff is hoping to drive further incremental sales as consumers experiment with new flavours ahead of the summer.

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Jessica Lace, head of Smirnoff GB, said: “Smirnoff has driven the growth of spirit flavours in the off-trade with previous launches like Cherry Drop, Mango and Passionfruit, and Raspberry Crush. Our brand is an expert in this space, with Raspberry Crush being the biggest flavoured spirit launch of the last three years, generating the highest sales value among new products launched in spirits.

“Peach is the flavour of the moment, and Smirnoff Miami Peach gives shoppers the opportunity to experiment with different mixers to create their own peachy summer serve. The spirit drink pairs perfectly with lemonade for a delicious and simple mixed drink that will bring the Miami vibes to the UK, alternatively shoppers can experiment with a Miami Peach Sunrise or Miami Peach & Iced Tea to level-up cocktail night at home.”

Diageo will support the launch of Miami Peach with a marketing campaign. Retailers will also be able to sign up through the Diageo One platform for exclusive PoS displays.

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