Diageo launches pre-mixed vodka Smirnoff Ice in India

UK-based distiller Diageo on Wednesday introduced its first pre-mixed vodka in the Indian market with the launch of Smirnoff Ice, a variant of the world’s top selling vodka brand Smirnoff. The drinks would be available in two flavours -- Smirnoff Ice Black and Smirnoff Ice Original.

Smirnoff Ice Black has a strong, sharp intense taste, while Smirnoff Ice Original is lighter lemon-flavoured priced between Rs 75 and Rs 110 in Goa and Karnataka, where the brands will be available shortly.

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+ consumers with Smirnoff. Its attractive packaging and refreshing taste will resonate well with consumers looking for exciting convenient options.”