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Smirnoff Ice Electric flavours - Product Launch

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Smirnoff Ice Electric flavours

Smirnoff Ice Electric, which is available in Mandarin and Electric Berry versions, is packaged in resealable PET

Smirnoff Ice Electric, which is available in Mandarin and Electric Berry versions, is packaged in resealable PET

Category – RTD, malt, 5% abv

Available – Since last month

Location – US, on-trade nation-wide

Price – SRP of US$8.99 per four-pack of 16oz bottles

Diageo has confirmed details of its latest Smirnoff Ice NPD, with two new flavours being released under the Electric mark. Smirnoff Ice Electric Mandarin and Electric Berry rolled out across the US last month, and are targeted at 21+ festivalgoers. The variants are packaged in plastic, resealable bottles, allowing consumers to "pursue a night of movement, whether they're on the dance floor or a party with friends".

The brand extensions were first mooted in January, when CEO Ivan Menezes said Smirnoff would also see additions to its Sours spin-off in the US.

The launch of Electric Mandarin and Electric Berry will be highlighted in two ads veaturing 87-year-old Instagram user and festival goer, Baddie Winkle, and London-based deaf dance instructor, Chris Fonseca.


Sectors: Product launches, Spirits

Companies: Diageo, Smirnoff

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