Diageo Takes Smirnoff Brand Into Cider

Diageo is dismantling the walls between styles of alcoholic drink by taking the world's biggest vodka, Smirnoff, into fruit cider. Available in both bars and supermarkets, Smirnoff Cider comes in Raspberry & Pomegranate and Passionfruit & Lime flavours in a stark, clear glass bottle, which Diageo said was designed to "convey the crisp, clean taste of the liquid." The launch will be supported by an outdoor, digital and social campaign kicking off in August.