One of the most recognisable RTD brands of the 1990s is relaunching with a fresh new look in Australia, with Smirnoff Ice Original Lemon and the new Smirnoff Ice Black Tea & Peach now available nationwide.
The relaunch marks the biggest-ever investment behind Smirnoff Ice globally, with a bold new visual identity, refreshed product range, and significant marketing support designed to recruit a new generation of RTD drinks.
To celebrate, Smirnoff is throwing it back to the spirit of 1999 with REWIND 1999, a series of nostalgic parties bringing the era to life with throwback music, Y2K-inspired theming, and $10 Smirnoff Ice.
Glitoris will be on hand throughout the night for glitter makeovers, while YO! MAFIA takes the stage across NSW and QLD, and Matt Burd brings the party to WA, alongside supporting DJs delivering the ultimate throwback soundtrack.
The REWIND 1999 celebrations will take place across Australia:
- WA: The Court – Thursday 8 October
- NSW: Cargo – Friday 9 October
- QLD: Retros Brisbane – Saturday 10 October
Smirnoff Ice Original Alcoholic Lemon (4.5% ABV) will take the lead, available in a 375mL can or bottle four-pack, and now refreshed with a bold new look for today's consumers.
The global success story
The relaunch follows strong success internationally, with markets including Ireland, Germany, Brazil and the US delivering double-digit growth across their core portfolios following the return of Smirnoff Ice.
“Smirnoff Ice is one of the world's biggest RTD brands and its fresh new relaunch into Australia represents a significant opportunity for retailers and venues looking to attract the next generation of RTD drinkers, whilst re-recruiting the drinks’ original fans from the 90s,” said Sarah Shimmons, brand and category director at Diageo Australia.
“What makes this relaunch particularly exciting is that we're combining the power of a globally recognised brand with a proposition and flavour that is highly relevant for today's consumers, who can’t get enough of 90s nostalgia.
“From the fresh new look to the super competitive 90s pricing in AVC venues, element has been designed to drive recruitment and growth in the RTD category.”
Alongside the return of Original Lemon, Australia will also welcome Smirnoff Ice Black Tea & Peach, extending the brand into one of the fastest-growing global RTD trends.
Made with real tea extract and delivering a juicy peach flavour profile, Smirnoff Ice Black Tea & Peach offers consumers a lighter, flavour-forward drinking experience designed for relaxed daytime social occasions.
