MUMBAI: A shot of citrus, some rocks of ice and a refreshing burst of fizz – Smirnoff has a whole new attitude! The only warning is that it should be enjoyed responsibly!

A press release says that GuinnessUDV has announced the launch of Smirnoff Twist, flavoured vodka brand in Mumbai. GuinnessUDV is launching the product across the country. By June, Smirnoff Citrus Twist will be available in Mumbai, Pune, Kolkata, Goa and Hyderabad and nationally by year-end.

The company has launched the Smirnoff Twist brand with the Citrus flavour. With this launch, GuinnessUDV unveils a new dimension in flavoured drinks in the country. The Smirnoff Citrus Twist preludes the launch of other Smirnoff Twist flavours in the country. Globally, Smirnoff Twist is available in Raspberry, Orange and Vanilla flavours.

Speaking on the occasion of the launch, GuinnessUDV marketing director Anupam Dutta said: “We, at GuinnessUDV, are happy to announce the launch of Smirnoff Citrus Twist launch in Mumbai. The new product is yet another addition to a range of UDV’s successful brands. Through this brand, we encourage our consumers to have fun by experimenting with new flavour combinations and add the Smirnoff Citrus Twist to their favorite juices and sodas to have a great time creating new drinks."

" Smirnoff Citrus Twist combines a brand consumers know and trust with the opportunity to try something new. This is a winning combination which we believe Indian consumers will enthusiastically accept,” Dutta added.

The release adds that Smirnoff Citrus Twist expands Smirnoff’s product portfolio to pave way for the brand’s growth in India. GuinnessUDV has plans to introduce other Twist flavours in the Indian market, which will allow incremental growth of the mother-brand by increasing high shelf impact, adds the release.

The Smirnoff Citrus Twist is based on the principles of 'Independence' and 'Playful Release', according to the release. Its launch in India serves to fulfill two-fold objectives of driving loyalty of current consumers and effect conversion from premium whisky to vodka. GuinnessUDV has launched Smirnoff Citrus Twist in 750 ml SKU with 42.8 per cent v/v and will be available in a unique twisted bottle. The product is priced at a premium over Smirnoff.

The release adds that the Smirnoff Citrus Twist launch in India comes at a time when worldwide experience indicates a growth trend of flavored vodka segment in all major markets. The Smirnoff Citrus Twist launch is expected to initiate this growth trend of flavoured vodka in India.

GuinnessUDV will support the launch of Smirnoff Citrus Twist with “ Enjoy your twisted side ” based promotions, consumer sampling activities across cities.