Diageo is adding Smirnoff Berry Burst to its flavoured vodka range.

The new variety will be available across the off-trade and on-trade from September, after an initial launch in Morrisons in 20 June.

Its launch comes with the flavoured vodka segment growing in the off-trade at 70%. Additionally, four in 10 bottles of vodka sold in the off-trade are Smirnoff, according to retail data company Dunnhumby.

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Nick Payman, head of Smirnoff GB at Diageo, said: “The Smirnoff brand is a leader when it comes to delivering consistently high-quality liquids that are trusted by consumers and is also known for its innovation and ability to provide exciting new ways for people to enjoy vodka.

“Smirnoff Berry Burst is a bold new variant that taps into trending berry flavours and is the perfect accompaniment for key social occasions – it’s a great addition to our portfolio following the launches of Smirnoff Raspberry Crush and Smirnoff Mango & Passionfruit Twist.”

Diageo will support the launch with more than £2m in marketing investment in Berry Burst’s first year of release.

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