EXCLUSIVE: Diageo Launches New Low-Calorie Flavored Vodka, Smirnoff Sorbet LightMarch 4, 2013
Diageo North America is entering the low-calorie spirits segment with the introduction of Smirnoff Sorbet Light flavored vodka this month. At 78 calories per 1.5-ounce serving, the 30% alcohol-by-volume spirit is a blend of triple-distilled Smirnoff No. 21 vodka and natural fruit flavoring. Sorbet Light is available nationwide in three flavors: Raspberry Pomegranate, Mango Passion Fruit and Lemon, with a suggested retail price of $15.99 a 750-ml. bottle.
“Our goal with Smirnoff Sorbet Light is to continue appealing to our loyal female Smirnoff flavored vodka consumer base, and of course to draw in more female flavored vodka drinkers,” says Dan Kleinman, brand director for Smirnoff. In addition to reaching out to calorie-conscious female consumers, Sorbet Light also taps into the dessert flavored vodka trend, following successful launches of the brand’s Whipped Cream, Fluffed Marshmallow, Iced Cake, Kissed Caramel and Root Beer Float flavors over the past two years. “Similar to our dessert flavor launches, we see Smirnoff Sorbet Light as a significant source of incremental volume for the brand,” Kleinman says.
The launch will be supported by national and local media advertisements and digital content beginning this month and continuing throughout the summer. “We’ll also drive heavy trial to show Smirnoff Sorbet Light used in signature drinks that will enable the brand to be the light cocktail solution for on-premise account cocktail menus,” Kleinman adds, touting Sorbet Light mixed in cocktails like the Cosmo or the Martini to create lower-calorie flavored versions of these popular drinks. “We do believe that with this launch, Smirnoff has the opportunity to lead within the category and redefine what light flavored vodka can be.”
Smirnoff Sorbet Light will take on existing low-calorie entries like Beam’s Skinnygirl vodka and Voli Light, part-owned by pop singer Fergie and handled by Palm Bay International.