Diageo is launching Smirnoff Ice onto the Bulgarian market, according to local press reports today.

The company's subsidiary, Diageo Bulgaria, will launch the dirnk to the on-trade first before beginning to roll it out across the off-trade.

In pubs and restaurants Smirnoff Ice will be sold at a price of up to 4.0 Bulgarian levs (US$2.4) a bottle, while its retail price will be lower.