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Can pink vodka disrupt the pink gin market?

It’s entirely possible that we’ve reached ‘peak pink gin’. But don’t worry, because pink vodka is here, and it could be even better.

Our insatiable thirst for all things blush-coloured shows no signs of abating any time soon. But for those of us who have taken off the rose-coloured spectacles when it comes to pink gin, there’s another contender in town.

Pink vodka has been around as a relatively niche market for a while, but when global mega brands like Smirnoff get behind a trend, you know it’s here to stay.

This week, Smirnoff launched a new flavoured Smirnoff Raspberry Crush in the UK. Available to buy in a 70cl bottle from 12 July, the launch is supported by a £2.93m marketing investment designed to “disrupt the market and make a distinctive entrance to the category”.

Head of Smirnoff Nick Payman said: “The launch of Smirnoff Raspberry Crush is a big step towards further invigorating and adding excitement to the vodka category… The vibrancy of the new pack and liquid, from its colour to its taste, will provide maximum shelf stand out and menu appeal for the trade to capitalise on.”

Smirnoff is not alone in fighting the pink vodka crusade. Swedish vodka brand Svedka has two promising pink offerings: Svedka Vodka Strawberry Lemonade, which it describes as being a “bright blend of ripe juicy strawberries and refreshing lemonade with floral undertones” and Svedka Rosé Vodka, which is blended with 5% rosé wine, delivering subtle flavours of strawberry, pineapple and hibiscus.

Hogging the pink vodka portfolio, however, has got to be UK spirit brand Three Olives, which not only boasts the pale-pink Three Olives Rosé Vodka, with notes of  “pomegranate, red fruit, and a touch of French oak”, it also has countless other bubblegum-hued vodka blends including Pink Grapefruit, Cherry, Raspberry, Strawberry and Pomegranate flavours to carry on the pink party. The English brand is a huge hit in the US, where it has become one of the fastest growing super-premium vodkas in the country.

With research by Kantar Alcovision revealing that 5.5m vodka consumers don’t drink gin at all, the trend could tap into a whole new pink audience.

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