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Smirnoff Gold Apple: exclusive to the travel retail channel for a six-month period |
Diageo Global Travel has announced the launch of Smirnoff Gold Apple, a new apple-flavoured liqueur containing edible 23ct gold flakes.
Smirnoff Gold Apple is the second release from the Smirnoff Gold collection, following the launch of Smirnoff Gold Cinnamon in 2012. It will be available exclusively in travel retail outlets worldwide from March to September, at a recommended retail price of £26 for one litre, before rolling out in domestic markets.
The drink uses a natural gum that adapts to the bottle being shaken or stirred, slightly thickening to form a resting liquid in order to keep the gold flakes suspended. This key ingredient ensures that liquid consistency when pouring and drinking remains as smooth as any other Smirnoff variant, the brand explained.
The bottle features a golden apple adorned with a Baroque-style pattern, said to be inspired by the orchards of European palaces during the French Renaissance era. The even distribution of the gold flakes is visible throughout the clear bottle, enhancing stand-out on shelf, the brand added.
Diageo Global Travel and Middle East Global Marketing Director Steve White said: “White spirits is a key growth area in travel retail where we can deliver more value for Diageo and for our retail partners. Flavour differentiation is increasingly important to us in unlocking new growth opportunities.
“With discerning consumers in the channel seeking out exciting new flavour experiences, we are launching Smirnoff Gold Apple as a travel retail exclusive for six months before it is introduced to domestic markets. It offers a great proposition for travellers – an exclusive offering from the world’s number one premium vodka. We are confident shoppers will love the flavour and the magic of the gold flakes and will see it as a fitting celebratory drink or an ideal gift for friends.”
