Frozen new RTD format

Diageo has added a frozen offering to its flavoured pre-mixed vodka range in the lead up to summer.

The new Smirnoff Frozen Pouches range uses the classic Smirnoff 21 as a base and includes a range of sorbet flavours including lemon, raspberry, apple and mango.

The range comes in 250ml pouch serves, and will be sold in the non-refrigerated aisles of major liquor retailers.

“Simply pop them in the freezer for eight hours and then squeeze the drink into a glass when you’re ready to serve,” Smirnoff marketing manager Andrew Oughton says.

Diageo says it is expecting the product to drive incremental sales for the vodka category.

Each pouch contains 4.7% ABV or 0.9 standard drinks and retail for a recommended price of $6 each or three for $15.