Introducing Smirnoff Infusions

Smirnoff Infusions marketing innovation manager Thembeka Mgobozi gives us her take on these summer-inspired flavours.

glamour: What inspired Smirnoff Infusions? Thembeka Mgobozi:

The flavoured-infused vodka category is growing exceptionally in Mzansi, and Smirnoff is part of this offering. We want to introduce consumers to new, innovative flavours trending globally and locally.

g: How many flavours are there?

TM: Two are currently available in South Africa: pineapple, cranberry and lemon, and raspberry, passion fruit and lime. We look forward to launching new variants.

g: What’s the best way to enjoy it?

TM: Fruity yet complex, it’s best to keep it simple by combining it with ice and tonic water.

g: Who is the Smirnoff Infusions woman?

TM: She enjoys and seeks the most out of life. She adapts to any occasion, whether a picnic or vibey rooftop party with friends.

g: How is it different from other Smirnoff beverages we know and love?

TM: Infusions is a way to enjoy a more interesting drink that’s a perfect accompaniment to a balanced lifestyle or any daytime occasion. It’s an easy drinking, well-balanced spirit infused with natural flavours that can be enjoyed over ice or mixed with tonic and a wedge of fruit.

g: How would you describe the packaging?

TM: It’s vibrant and eyecatching due to its front and back labels, a premium bottle shape with a superior matte varnish and gold foiling, culminating in a premium, aesthetically pleasing label that illustrates its refreshing flavours.

g: What’s your favourite flavour?

TM: I enjoy both flavours, I feel they’re equally delicious. But if I had to choose one, I’d go for pineapple, cranberry and lemon.

g: What sort of conversations are you hoping to create around Smirnoff Infusions?

TM: Those that speak to enjoyment and good times. We also want to be the go-to serve for delicious cocktails at brunches and lunches.