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Case Studies
Success Case Study: Smirnoff Cider – Fusing categories and flavors to widen cider’s appeal
Smirnoff Cider was launched in 2016 off the back of Diageo's prior success with Pimm's Cider Top. It marries fruit cider with interesting flavor combinations to the brand's core vodka, to offer a less sweet but widely palatable drink. Cider continues to be a key market in the UK drinks scene, with producers looking for ever-greater differentiation as mainstream products become less attractive to experimental consumers.