Diageo to test two new Smirnoff vodka flavors
In a select number of pubs and bars, Diageo will test two new Smirnoff vodka flavors, revealed the Publican. The trial, which will start in July 2008, is expected to last for about six months.
The drinks company will test Lime Smirnoff and Green Apple Smirnoff in an effort to gauge the potential for growth in the UK flavored vodka market. To support the trial, Diageo will carry out promotional activities including print advertising, online activity and point of sale material, in the Bristol area. Mike Martin, senior innovation manager at Diageo, said: (Both Lime and Green Apple Smirnoff) complement popular serves of Smirnoff, providing additional flavor to a classic long mixed drink. The Bristol test will aim to create further excitement and consumer interest in the vodka category, while driving incremental profit for licensees.
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