In response to the rising demand for sugar free products, Diageo Australia has announced the launch of sugar free variants of its popular ready-to-drink lines; Smirnoff Ice Double Black and UDL.
Smirnoff Ice Double Black currently holds the position of the nation’s number one selling pre-mix RTD brand within the white spirits category, and the launch of Smirnoff Ice Double Black Zero Sugar is set to build on the popularity of the brand further again.
Launching as of 14 April, Smirnoff Ice Double Black Zero Sugar offers the same taste as the original pre-mix drink without the sugar content, enabling the brand to appeal to a wider audience.
UDL will also be introducing two zero sugar variants to its portfolio including: UDL Zero Sugar Vodka Strawberry & Lime, and UDL Zero Sugar Vodka Mixed Berry.
Diageo’s marketing & innovation director Adam Ballesty said that the new zero sugar variants are perfect additions to the Smirnoff Double Black and UDL lines.
“We know our customers are looking for more than what is currently on offer in the pre-mix fridge. These launches will offer all the fantastic flavour characteristics of the original UDL and Smirnoff Ice Double Black RTDs minus the sugar, while continuing to provide strong returns for retailers,” said Ballesty.
“Diageo Australia continues to lead the vodka pre-mix market, largely due to the solid performances of Smirnoff Ice Double Black and UDL. We’re looking to extend this in 2014 with these exciting new developments, supporting their introduction with a $1.3 million investment spanning in-store and sampling.”