Ready-to-drink gets new Spin

Guinness UDV, the leader in the local spirit cooler sector, has taken the wraps off a SA brand innovation labelled Smirnoff Spin, which is set to become the next big ready-to-drink (RTD) proposition.

The product - which has the world's best selling white spirit, Smirnoff, at its core - was developed by a local brand innovation team in South Africa.

Based on research, Smirnoff Spin was designed to provide exactly what SA consumers say they wanted.

Smirnoff's innovative Smirnoff Ice - which tops the charts ahead of other products in the sector - was the most successful ready-to-drink product ever launched in South Africa when it first hit the market over two years ago.

Gary May, Managing Director of Guinness UDV in South Africa, says as leaders in the industry, the group recognised the importance of on-going innovation around consumer trends.

"We wanted to transform our record breaking Smirnoff Ice into a proposition that is more adult and sophisticated with broad appeal. It has been designed to appeal to all existing Smirnoff Ice consumers and attract new male consumers."

He said Smirnoff Spin - which is a clear blend of pure Smirnoff Vodka with a crisp bite of lemon - was developed through extensive research and the group had fully engaged its consumers to help in all elements from the name to the taste.

"Consumers particularly loved the clear liquid and describe Smirnoff Spin as more masculine and adult, sharper and less fruity. Its embossed bottle and blue and silver colouring maintains its sophistication and its clear liquid is closer to its Smirnoff trademark and pure Vodka heritage."

He said the ready-to-drink category had exploded with a proliferation of look-alike products in the last 24 months, giving consumers far more choice, but also creating confusion and churn.

"In this sector, consumers gravitate towards new products for their novelty and perceived fashionability in pack and flavour, and product lifecycles are short as brands lose consumer relevance.

"Through Smirnoff Spin we wanted to create a clear break from the rest of the pack. We believe our new product will revitalise the category."

May explains: "We created the market for spirit based RTD's and since then the rest of the trade have jumped on the bandwagon. Many have simply tried to imitate the colour of Smirnoff Ice. We are determined to remain leaders and the clarity of Smirnoff Spin as well as its sharper look and taste will help us do so.

"The Smirnoff brand has massive international equity built up over almost 200 years and it owns the concept of clarity and purity.

"Not surprisingly, the name Smirnoff Spin seems to have universal appeal across all groups. Consumers enjoyed the alliteration and told us that it was a fresh name, short, concise and that it would be easy to order."