Wednesday, March 15, 2017
Smirnoff stepping up its line of flavored ciders
Well, the pace in that market niche has slowed considerably in recent years. After all, where do you go when you already have grape, cherry, orange, lime, grapefruit, root beer, green apple, ruby red grapefruit, cranberry, blueberry, peach, raspberry, melon, citrus, pear, tangerine, mango, vanilla,coffee, chocolate, passion fruit, pomegranate, banana, teaberry, cinnamon, etc.?
You go to your cider line, that's where.
While cider's current popularity trajectory is definitely straight up, we're already seeing some innovators in the field doing more than just experimenting with different apple varieties to get an edge in the market.
Here and there, we see a bit of berry or herb added to a cider, usually by a craft producer. But, among the big boys we expect more. That's what makes a new flavored cider from Smirnoff -- a major brand in the drinks giant Diageo's portfolio -- so interesting.
In addition to its Passionfruit & Lime and Raspberry & Pomegranate ciders, Smirnoff just introduced Mandarin & Pink Grapefruit both as a standalone item and as part of a new multi-can package,
The new offering was introduced this week in the UK, which has a centuries-old tradition of cider consumption, and is expected to hit U.S. shelves in the coming months.
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Posted by William M. Dowd at 1:24 PM