‘Fresh and differentiated’: Smirnoff Ice on 25 years as the ‘classic’ ready-to-drink
With ready-to-drink the fastest growing category in alcohol, Smirnoff Ice believes it is perfectly positioned to attract Gen Z consumers.
Smirnoff Ice was a titan of the 2000s. Many millennial consumers will have fond memories of the citrus-flavoured mixed drink in its glass bottle, the staple of student club nights and house parties of the early noughties.
Now 25 years after it was rolled out globally, Smirnoff Ice wants to position itself as a favourite among a whole new generation of young adults.
“We have a lot of consumers that still love us, but we have this amazing opportunity to recruit a whole new generation of consumers into the brand,” says Stephanie Jacoby, senior vice-president for vodkas at Smirnoff Ice-owner Diageo.
