India, Oct. 12 -- Smirnoff ICE arrives in India with exciting new flavors and a vibrant identity, introducing an easy, refreshing ready-to-drink format designed for todays consumers. Rolling out across Goa, Bengaluru and Mumbai, Smirnoffs globally recognised offering is suitable for every social occasion, from casual outings and house parties to spontaneous plans with friends.
In line with Diageos purpose of Crafting iconic drinks chosen for lifes moments, the launch expands Smirnoffs RTD portfolio in India with a distinctive taste, giving consumers greater choice beyond traditional options such as beer.
The ready-to-drink category is among the countrys fastest-growing segments, increasing 12% in volume versus last year. Smirnoff ICE taps into this momentum with a playful, flavour-led proposition backed by Smirnoffs global equity and a bold new identity.
Commenting on the announcement, Ruchira Jaitly, Chief Marketing Officer, Diageo India, said: India is evolving as a new generation seeks out fresh formats, new flavours, more spontaneous ways to socialise and explore new drinking occasions. Smirnoff ICE enters this space with easy, playful and flavour-forward propositions in tune with how Gen Z connects and celebrates today. Leveraging Smirnoffs global legacy in a vibrant new taste and format experience, we aim to make discovery more exciting, spark new social occasions and shape the brands next chapter of growth in India.
The launch reflects Diageo Indias ambition to anticipate evolving preferences and shape the future of drinking through consumer-led innovation. Available in two expressions Smirnoff ICE at 4% ABV and Smirnoff ICE MAX at 8% ABV the portfolio caters to different preferences and moments. As the brand expands beyond its first-phase markets, it will continue to build relevance through engaging experiences and spontaneous social moments, taking the spirit of Smirnoff ICE to more people across the country.
Published by HT Digital Content Services with permission from FoodTechBiz.