New releases

Smirnoff joins the hard soda craze

Smirnoff has launched a new soda line in its ready-to-drink range, created to strike a balance between a seltzer and a classic RTD.

The Smirnoff Sodas range includes five fresh new flavours to try, three Smirnoff Sodas infused with real fruit juice and two Hard Sodas.

The soda flavours are Lime & Lemon, Pineapple & Lime, and Peach & Lime and combine fruit juice with vodka and soda water. They have less than 100 calories per can, are low in sugar and have a 3.5% ABV.

Smirnoff said the range was created off the back of increasing demand for lighter premix options that don’t compromise on flavour.

The global canned cocktail market is forecast to grow more than sixfold over the next 10 years, from US$25billion in 2020 to US$155billion in 2030.

According to IWSR flavour is the main driver of RTD consumption, with its innovation tracking shows an increase in full-flavoured products across all sub-categories. Spirit-based and higher-ABV RTDs are taking a large share of new product development, driven by pre-mixed cocktails.

The two Hard Sodas have a can design inspired by the electric neon lights of Las Vegas. Blending premium vodka with a sharp kick of citrus, Smirnoff Hard Sodas are full-flavoured with a 6% ABV. The Yuzu Citrus Burst Hard Soda and Pink Grapefruit Crush Hard Soda flavours are are also only 140 calories per can and low in sugar.

Diageo Marketing Manager (Smirnoff) Maddy Stockwell said: “Sodas are an exciting, emerging segment of Vodka RTD that is quickly taking off in the Australian market and we’re excited to be adding to the hype with our new range of Smirnoff Sodas.

“We know the RTD trend continues to soar so we’re thrilled to be offering Australians a brand-new duo of ranges that deliver both low sugar and lower calorie options made with real fruit juice, as well as hard sodas that are all full of flavour.”

Smirnoff Sodas and Hard Sodas are now available in liquor stores nationwide, with the Smirnoff Soda Peach & Lime and Pink Grapefruit Crush Hard Soda available exclusively at Dan Murphy’s and BWS. The Smirnoff Sodas 330ml four-packs retail for $24 RRP, while Smirnoff Hard Soda 330ml 4-packs retail for $26 RRP.

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Categories: New releases