Australians are becoming more conscious of their lifestyle and drinks choices but do not want to give up flavour.

While Australians are becoming increasingly aware of their lifestyle choices and what they’re putting into their bodies, they don’t want this to come at the cost of taste or flavour.

A recent ‘Modern Food Trends Report’ claimed that Australian behaviours, thoughts, concerns and habits are changing as knowledge around dietary habits improves. Television shows like Masterchef and documentaries that celebrate clean-eating are inspiring consumers to think more consciously about what they’re putting into their bodies.

These lifestyle choices aren’t just restricted to food, with many Australians increasingly conscious of the choices they’re making when it comes to alcohol consumption. Whether it’s choosing drinks that have fewer calories, lower carbs or lower alcohol, there are many and varied decisions being made regarding what consumers want to drink.

The important thing to note is that while consumers are making certain lifestyle choices about what they eat and drink, they don’t want to compromise on the occasion, or on flavour. Occasion-based shopping is a massive driver in the off-premise and again, the Masterchef effect has helped people understand that healthier choices no longer must be boring choices.

Now, Diageo, one of the world’s biggest spirit producers has launched a product that helps deliver on the lower calorie, lower alcohol choices and gives consumers a flavoursome drink they can enjoy responsibly either during the day or at night – on any occasion with friends.

Smirnoff Infusions is a low-ABV, low calorie spirit-based drink infused with natural botanicals to deliver great taste. At less than 40 calories* per recommended serving suggestion Smirnoff Infusions have 60 per cent fewer calories than a standard 150ml glass of white wine.**

Linda Wellington, Marketing Manager at Smirnoff commented: “Over the past two years we’ve seen an incredible demand for a lighter drink that doesn’t scrimp on flavour or taste, and it’s with our new Infusions range that we finally can give Australia what they’re looking for.

“A testament to our drive for both innovation and discovery, the lighter, low-calorie offering is a simple way for Australians to enjoy a more interesting drink. It’s the perfect accompaniment to a balanced lifestyle or daytime occasion – we can’t wait for people to try it.”

Infused with natural botanicals for an interesting and clean taste, the spirit-based drink is designed for mixing with soda in an easy to remember recipe – 1 part Smirnoff Infusions, 3 parts soda.

The suggested serve is 30ml of Smirnoff Infusions, mixed with 90ml soda water, accompanied with a fresh garnish of either a cucumber ribbon, lime and mint, or half a passionfruit and lime wedge.

With consumers being more conscious of their choices, Smirnoff Infusions helps to deliver a drink they can enjoy knowing it’s low in calories, low in sugar and contains natural botanicals.

If you want to deliver what consumers want this summer then talk to them about the spirit-based drink they can enjoy during the day – talk to them about Smirnoff Infusions.

Smirnoff Infusions is available now in two flavours, Cucumber Lime & Mint and Passionfruit & Lime. To find out more contact your local Diageo representative.

*serve: 30mls Smirnoff Infusions, 90ml soda water

**Smirnoff Infusions (per 30ml): 38 calories. Average across 5 white wine varieties (per 150ml, FSANZ Australian Food Composition Database – Release 1.0): 105 calories

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.