Smirnoff Ice is stepping into its next chapter with the launch of three new flavours – Green Apple, Tropical and Raspberry – alongside a new 10-can mixed Party Pack designed for sharing with friends. The major portfolio expansion brings fresh energy to the iconic brand – giving retailers more ways to engage both long-standing fans and a new generation of adult shoppers.
Ready-to-drinks (RTDs) continue to be a major growth opportunity for the off-trade, with the category growing +8% over the last three years¹, while Smirnoff RTDs continue to build momentum, delivering +12% NSV growth², demonstrating both sustained shopper demand and strong brand performance.
The three new variants are designed to create excitement in store, encourage discovery and attract new shoppers to the brand, while the new Party Pack provides a convenient option for key social occasions and sharing with friends.
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, whilst making Smirnoff Ice unmissable as we approach one of most important trading periods of the year.”
The launch of this exciting new flavour range and party pack follows a brilliant summer of activity, which helped drive visibility and momentum for Smirnoff Ice during a key seasonal consumption period. As we head into Christmas, another important occasion for Smirnoff Ice, the new range is designed to build on this success by giving consumers more choice and creating fresh reasons to enjoy the brand during the festive season.
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 are available at RRP* £10.00 across the Grocery and Convenience channels.
- Retail prices are at the sole discretion of the retailer.
¹ IWSR 2025 excl. Russia & Baiju
² IWSR 2025 Excl. Russia; Growth %’s are CAGR from CY22-CY25
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