Diageo launches Smirnoff frozen pouches and sorbets

Diageo has launched a range of Smirnoff sorbets and frozen pouches and is giving away 1,000 freezers to convenience stores to encourage trial.

Diageo launched the Parrot Bay range of “freeze and squeeze” cocktails last year and was impressed with consumer reception to this format.

The new Smirnoff pouches include Smirnoff Apple Bite and Smirnoff Ice, while the sorbets come in three flavours – raspberry, mango and lemon.

In-store sampling will also be offered along with the freezers.

Brand director Louise McKerrow said; “We believe in the huge potential of the ‘freeze and squeeze’ frozen alcoholic drinks market and foresee massive growth in this sector.

“Smirnoff is a recognised and trusted brand therefore consumers will be keen to try the new offering and the different variants within the range. Frozen pouches are an ideal way for retailers to expand their offering and Smirnoff will continue to invest in the category.”

Related articles: