Vodka flavored with a twist of citrus or berry are so 2011 now that beverage behemoth Smirnoff has started tempting clear spirit drinkers to skip dinner and go straight to dessert with their new whipped cream and fluffed marshmallow flavored vodka varieties.
Inspired by cookie-scented candles and vanilla-scented soap, Smirnoff's owner, London-based beverage group Diageo Plc, enlisted the help of mixologists and food scientists to perfect the new flavors which went through 15 iterations.
The new flavors are reportedly proving to be very popular in New York City bars, especially among young female drinkers. The brand's dessert-inspired effort to make itself relevant and cool to drinkers in their 20s and 30s seems to be sweetly paying off.
Stats for Dessert-Inspired Spirits
Trending: Older & Chilly
Research: 332 clicks in 230 w
Interest: 0.5 minutes
Concept: Smirnoff Vodka
Related: 51 examples / 39 photos
Segment: Neutral, 18-55+
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