Diageo has unveiled Smirnoff Raspberry Crush (37.5% ABV) to the UK, available to pre-order now on Drink Supermarket, before being made available to select wholesalers from 12 July.

Smirnoff Raspberry Crush is available in a 70cl bottle (£16.50 RRP) and is encased in striking packaging to enhance its shelf appeal, featuring vibrant colours to match the raspberry flavour.

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The launch comes as flavoured vodka is experiencing the fastest growth within the vodka category, the supplier said, having increased by 30% versus the previous year.

Supported by a £2.93m marketing investment, the raspberry-flavoured spirit aims to recruit new shoppers to the category through its accessibility, taste and diverse serves, such as Smirnoff Raspberry Crush with lemonade, Raspberry Crush Spritz, Woo Woo or a Smirnoff Raspberry Crush Royale.

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Nick Payman, head of Smirnoff at Diageo, said: “With research revealing that 5.5m vodka consumers don’t drink gin, the new liquid aims to provide greater choice, allowing it to be enjoyed across a variety of occasions such as the early-evening moment.

“The launch of Smirnoff Raspberry Crush is a big step towards further invigorating the vodka category. Smirnoff, a renowned and trusted brand, is perfectly placed to do this as well as recruit new audiences to vodka. The vibrancy of the new pack and liquid, from its colour to its taste, will provide maximum stand out on shelf and menu appeal for the trade to capitalise on.

“The new launch provides consumers the opportunity to enjoy vodka serves at a wide range of events, from casual, early evening occasions to elevated experiences and get-togethers and focuses in creating fun, delicious serves.”

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