RTD brand launches trio of flavours and sharing pack
POPULAR RTD brand Smirnoff Ice has unveiled three new flavours and a 10-can mixed Party Pack designed for sharing with friends.
Parent company Diageo says the major portfolio expansion brings fresh energy to Smirnoff Ice – giving retailers more ways to engage both long-standing fans and attract a new generation of adult shoppers to the brand.
It says the three new flavours – Green Apple, Tropical and Raspberry – are designed to create excitement in store and encourage discovery.
Meanwhile, the new Party Pack provides a convenient option for key social occasions and sharing with friends – launching in time for Halloween and Christmas.
Smirnoff Ice Green Apple, Tropical and Raspberry are available now in 250ml cans with an RRP of £1.75 per can across the grocery and convenience channels. The new Smirnoff Ice Party Pack will contain 10x 250ml cans and is available with an RRP of £10 across both channels.
Diageo cited IWSR data that shows RTDs continue to be a major growth opportunity for the off-trade, with the category growing 8% over the last three years, while Smirnoff RTDs continue to build momentum, delivering 12% net sales value growth.
The drinks giant says this research demonstrates both sustained shopper demand and strong brand performance.
Bethany Weston, head of vodka and tequila at Diageo, said: “Smirnoff Ice has been an iconic RTD for decades, so we’re incredibly excited to be kicking off this next chapter for the brand. With three new flavours and a new mixed Party Pack, we’re bringing more flavour, choice and energy than ever before.
“We want to reignite the love people already have for Smirnoff Ice while helping a new generation of adult shoppers discover the brand. For retailers, the extended range means more opportunities to recruit shoppers and drive trial, while making Smirnoff Ice unmissable as we approach one of most important trading periods of the year.”
