Smirnoff is building on the success of last year’s Smirnoff Crush launch with the release of a brand-new bold flavour, Smirnoff Crush Blueberry & Pomegranate, which is available exclusively to independent convenience retailers ahead of a wider roll-out in September 2026.
The launch follows strong performance for the existing Smirnoff Crush variants, Mango & Peach and Lemon & Lime, which are now the third and fourth fastest-growing high ABV large format RTDs in Great Britain. Together, the two flavours have delivered almost £1.1m in value sales, with 76 per cent of volume incremental to the category , underlining the brand’s ability to recruit shoppers and drive category growth.
Smirnoff Crush Blueberry & Pomegranate combines blueberry and pomegranate flavours with Smirnoff vodka to deliver a bold new option for social occasions, festivals and pre-drink moments. The launch comes as flavour remains the number one purchase driver in RTDs , with berry flavour profiles continuing to grow in popularity among shoppers, driving +64 per cent incremental growth year-on-year.
“RTDs continue to go from strength to strength in convenience, with the category growing +49 per cent. Smirnoff Crush is playing a key role in the category to build on the particularly strong momentum we’re seeing behind consumer demand for higher-ABV and larger-formats as a beer alternative, with higher-ABV RTDs up +71 per cent year-on-year and 440ml formats growing +54 per cent,” said Sara Griffiths, Head of Marketing, Ready-To-Drink, at Diageo.