Smirnoff Ice expands portfolio with new flavors and party pack

Diageo is expanding the Smirnoff Ice portfolio with the introduction of three new flavors: Green Apple, Tropical, and Raspberry. The expansion also includes a new 10-can mixed Party Pack designed for social occasions and sharing.

The launch aims to attract a new generation of adult shoppers while re-engaging existing fans. According to Diageo, the ready-to-drink (RTD) category has seen an 8% growth in the off-trade over the last three years, with Smirnoff RTDs specifically delivering 12% net sales value growth.

The new 250ml cans have a recommended retail price of £1.75, while the 10-can Party Pack is priced at £10. The products are being released to coincide with key seasonal periods, including Halloween and Christmas.