SMIRNOFF®, the world's No.1 vodka, is set to redefine the pre-mixed category in India with the launch of its leading vodka premix, SMIRNOFF® ICE. To be available for the first time in India, this all new premixed format with its bold flavor and refreshing taste aims to become the preferred consumer choice as the first drink of the night. It brings forth the brands proposition of ‘Start the night, break some ICE !’, thereby aiming to own the pre-partying space.
Speaking on the launch, Bhavesh Somaya, Marketing & Innovation Director, Diageo India commented, “SMIRNOFF® ICE will revolutionize a unique occasion/space with the proposition of “Starting the party with ICE” - with its convenient premixed format. We are tapping into a new occasion and looking to drive recruitment of LDA+ (Legal Drinking Age) consumers with SMIRNOFF® ICE. Its attractive packaging and refreshing taste will resonate well with consumers looking for exciting convenient options. With increasing appeal of Vodka amongst New Gen consumers as a perfect party drink we are confident that SMIRNOFF® ICE will be great gap filler for the growing demand today.”
SMIRNOFF® ICE Black has a strong, sharp intense taste with an ABV of 7% for 275ml and SMIRNOFF® ICE Original is a lighter lemon flavoured taste with an ABV of 5% for 275 ml, available in Goa and will be available in Karnataka shortly.
SMIRNOFF® ICE Black and SMIRNOFF® ICE Original is priced at Rs 80 and Rs 75 respectively in Goa.
SMIRNOFF® ICE Black and SMIRNOFF® ICE Original is priced at Rs 110 in Karnataka.
(Excerpt from a press release)