Skip to content
Search
AI Powered
Latest Stories

Smirnoff Ice marks 25 years with bold new look, campaign

Smirnoff Ice marks 25 years with bold new look, campaign
Smirnoff Ice

Diageo has unveiled a fresh new pack design for the iconic Smirnoff Ice (ABV four per cent) and as part of a significant brand investment, is also introducing Smirnoff Ice in a convenient single can format.

The relaunch will be supported by a £1M marketing campaign, which aims to reconnect Smirnoff Ice with loyal customers and attract new shoppers to the brand. With Ready to Drink (RTD) the fastest growing category within total beverage alcohol and Smirnoff Ice currently the number one citrus flavoured RTD in Impulse, the brand aims to connect with customers who seek both convenience and quality for celebrating special occasions.


Designed to meet the needs of today’s on-the-go lifestyle, the new single RTD can format provides people with a more convenient format that is relevant for a variety of occasions. The new PMP single can format will be available in addition to the can multipacks.

While the packaging and visual identity has been updated, the liquid remains unchanged, offering consumers the same great taste that people know and love– a premium mixed drink with a crisp, citrus taste made from Smirnoff Vodka, the number one vodka brand in GB.

From September, the rebrand and new can launch will be supported by a digital marketing campaign and sampling activities.

Jessica Lace, Head of Marketing, Smirnoff, Diageo GB, said: “We are very excited to be giving Smirnoff Ice the fresh new look it deserves. The modern makeover brings a vibrant energy to the product and celebrates the citrus flavour notes that people know and love. We’re thrilled to share this evolution with our consumers.

“As well as the new pack, we will be investing £1M into Smirnoff Ice over the next 12 months to enable us to connect with our existing shoppers and reach new consumers.”

Smirnoff Ice cans are now available across all major retailers and wholesale outlets.

RRP: 250ml can: £1.99, 4 pack PMP can: £5.49.

More for you

Kingfisher Ultra arrives in the UK

Kingfisher Ultra arrives in the UK

Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.

Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.

Keep ReadingShow less
muller clear pots

Müller converts Corner yogurt pots to clear plastic to reduce environmental impact

Müller Yogurt & Desserts said it is converting its iconic Corner yogurt pots from white to clear plastic, as the business works to halve the environmental impact of its packaging by 2030.

The majority of Müller Corner and Müller Bliss Corner yogurt pots have already converted, with the remaining volume taking place by the end of 2024.

Keep ReadingShow less
Zoa Energy Drinks

A view of Zoa Energy Drinks during the Food Network New York City Wine & Food Festival on October 14, 2023 in New York City

Photo by Rob Kim/Getty Images for NYCWFF

Molson Coors takes majority stake in Dwayne Johnson’s Zoa Energy brand

Molson Coors Beverage Company on Thursday announced that it is taking a majority ownership stake in Zoa, the better-for-you energy brand co-founded by Dwayne ‘The Rock’ Johnson, Dany Garcia, Dave Rienzi and John Shulman.

Molson Coors said taking a majority stake will allow it to lead the entirety of Zoa’s marketing, retail and direct-to-consumer sales and development. The deal represents one piece of Molson Coors’ strategic ambition to expand its total beverage portfolio.

Keep ReadingShow less
cadbury dairy milk

Cadbury core sharing bars to be wrapped in 80% recycled plastic packaging

Mondelēz International has on Thursday announced that its Cadbury core sharing bars, manufactured in Bournville and Coolock and sold in the UK and Ireland, will be wrapped in 80 per cent certified recycled plastic packaging, which can be attributed to plastic sourced from advanced recycling technology.

This move is the result of a collaboration with Amcor, a global leader in developing and producing more sustainable packaging solutions and Jindal Films, an industry leader in the development and manufacture of recyclable films designed for flexible packaging.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks offers Black Friday bargains for retailers

Leading confectionery wholesaler Hancocks has unveiled ‘unbeatable’ deals for retail customers this Black Friday.

Their big Black Friday event will be held on 28 November from 8am-8pm.

Keep ReadingShow less