Diageo has launched a trial of a new 50cl size for Smirnoff No.21 vodka within cash and carry and convenience, to complement the existing 35cl and 70cl range.
Helen Facey, senior brand manager for Smirnoff at Diageo GB, commented: “We have made the decision to trial this new 50cl size for Smirnoff as there is a proven consumer demand within the fractional category and we expect the product to perform well.
“We want to be able to offer consumers a range of options and price points, so that they can choose the size that best suits their needs for different occasions.”
The 50cl bottle will retain the design of the 70cl bottle, to give it maximum stand-out on shelf. The RRP is £9.49, however the initial launch of the bottle will see an £8.99 price-marked pack. Once Diageo evaluates the results of the trial, a decision will be made on a permanent launch.
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