Diageo has expanded its flavoured vodka range with launch of a Cherry Drop Smirnoff variety.

The new flavour (37.5% ABV) will be available to the wider off-trade from February 2023, following an exclusive launch in Asda on 1 November.

Its launch comes as the flavoured vodka segment is currently the fastest growing within spirits and cherry is a top-10 flavour profile among consumers.

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Mark Jarman, head of Smirnoff GB, said: “The launch of Smirnoff Cherry Drop has been hotly anticipated by all of us at Diageo and it is great to be able to bring it to market. We know that cherry is a trending flavour and the popularity of vodka is only increasing, so this launch further establishes Smirnoff’s position as a leader in the category and taps into key trends.

“A liquid that lends itself perfectly to spending quality time with friends, once again, the brand has created a high-quality and unique flavoured vodka to get consumers excited about. Smirnoff Cherry Drop is a strong addition to the Smirnoff portfolio, complementing the range perfectly when placed alongside the existing flavours on a shelf or along a backbar.”

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