Smirnoff has launched a new ready-to-drink (RTD) range called Smirnoff Crush. It features two flavour combinations – Mango & Peach and Lemon & Lime – in a 440ml can format (RRP £3.50).
The range is launching exclusively in Tesco, Booker and One Stop this month, with a national roll-out planned for the start of 2026.
The launch comes as RTD drinks continue to surge in popularity, with the 440ml format in particular seeing 49% value growth in the convenience channel over the last year.
To support the new range, there will be a below-the-line campaign featuring executions in the off-trade. The plan also includes a focus on the impulse & convenience channels, backed by a dedicated field sales strategy aimed at unlocking visibility in key cities. A wider influencer campaign will run across social media, amplifying awareness and excitement for the range.
Jessica Lace, head of Smirnoff GB, commented: “Smirnoff continues its commitment to innovation and flavour-forward products that push boundaries and exceed shopper expectations. We are bringing Smirnoff Crush to Great Britain after a brilliant launch in Australia, where it is the most successful premix Category launch since 2022. In Australia, 72% of consumers who have tried the product have repurchased, which is a testament to the great taste of the drink.
“Our 440ml can, with the new Lemon & Lime and Mango & Peach options, is bigger than the average Smirnoff RTD, meaning shoppers can enjoy a longer, flavourful drink which is perfect for savouring social moments!”
