Smirnoff Zero Sugar Infusions hits shelves in US

by Melita Kiely

Diageo-owned vodka brand Smirnoff has launched a range of zero-sugar, lower-abv expressions in the US, called Smirnoff Zero Sugar Infusions.

The range comprises three flavours: Cucumber and Lime, Watermelon and Mint, and Strawberry and Rose. Each has an abv of 30%. The line is targeted at consumers looking to cut down on their sugar intake. According to the International Food Information Council Foundation Food and Health Survey 2018, 70% of people are cutting back on added sugar. To support the launch, Smirnoff has worked with brand partner, actor and producer Ted Danson and Saturday Night Live cast member Cecily Strong to create numerous TV spots. The videos are available to view on YouTube now and will be broadcast on US TV in June. Jay Sethi, vice president, Smirnoff, Diageo North America, said: “As a leader in the vodka category, Smirnoff has built a reputation for creating breakthrough innovations based on consumers’ evolving taste preferences. “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 [over 21] an accessible way to enjoy a zero-sugar spirit.” Click the video below to watch one of the TV spots starring Danson and Strong.