Pop quiz: what do you get when you add intense flavor combinations to Smirnoff Vodka and remove all the sugar? Well, if you read the title of this article, you probably know already that it’s Smirnoff Zero Sugar Infusions, the latest line extension from the spirits geniuses at Diageo.
This new lineup does the impossible, delivering a delicious, palate-pleasing drink experience without any sugar. Health-conscious consumers looking for a premium drinking experience will be thrilled by Smirnoff Zero Sugar Infusions full range of flavor options, including Cucumber & Lime, Watermelon & Mint, and Strawberry & Rose.
How did Smirnoff balance this equation, and what does it mean for consumers looking for a more balanced life?
An Infusion of Demand
According to the International Food Information Council Foundation Food and Health Survey 2018, 77 percent of consumers reported that they are cutting back on added sugars. All the major players in the soft drink industry offer Zero Sugar versions of their beloved beverages, chasing the growing demand for healthier drinks options. Now Smirnoff has entered the market with its new lineup of zero sugar options, hitting a sweet spot with consumers.
Each of these new Zero Sugar Infusions clocks in at just 72 calories per 1.5 oz serving—with zero grams of carbohydrates, zero grams of fat, and zero grams of sugar. What they do have, however, is an abundance of refreshing flavors and the premium Smirnoff Vodka that consumers across the country know and love. According to Diageo, these expressions are also gluten-free, and made without artificial flavors or colors.
There’s never been a sweeter way for consumers to greet the summer than with a Smirnoff Zero Sugar in hand. For optimal serving, Smirnoff recommends two ounces of any Smirnoff Zero Sugar Infusion with four ounces of soda water served over ice in a stemless wine glass. Depending on which flavor variant is being used, they suggest a simple garnish with either a cucumber slice and lime wedge, a watermelon slice and mint sprig, or a strawberry slice and rose petal.
Don’t Forget to Carry the Zero
Our friends at Smirnoff are looking to put up some big numbers with Smirnoff Zero Sugar, and they’re bringing in big names to help do it. To promote the new lineup, they’ve tapped actor/producer/national treasure Ted Danson and Saturday Night Live’s own Cecily Strong to create a slate of brand-new TV spots highlighting all the fun and flavor that Smirnoff Zero Sugar Infusions brings. These videos, available now for sharing with your customers, show off the fun chemistry between Danson and Strong—as well as the chemistry that makes each of the new Smirnoff Zero Sugar Infusions flavor variants so enjoyable. You can find the videos now on YouTube, and they will start airing on national television in June.
"As a leader in the vodka category, Smirnoff has built a reputation for creating breakthrough innovations based on consumers' evolving taste preferences," said Jay Sethi, Vice President, Smirnoff, Diageo North America, in a recent statement. "Now more than ever, consumers are demanding lower sugar options that are still delicious. With the launch of new Smirnoff Zero Sugar Infusions, we are proud to embrace the zero sugar trend in order to grow the category and give everyone 21 and up an accessible way to enjoy a zero sugar spirit."
Talk to your Breakthru Sales Consultant now about stocking up on these math-defyingly delicious expressions.