Diageo launches pre-mixed formats of Smirnoff vodka

The country's largest spirits marketer Diageo, which sells the Smirnoff Vodka, has launched it in a premixed format under the label of Smirnoff Ice, offering new flavours. The company said this is for the first time that a vodka brand is available in a pre-mixed format.

The new product is available in two flavours—Smirnoff Ice Black and Original- and the company claims it to the best fit for pre-party occasions where convenience and variety are key prerogatives, and mixing drinks can be a hassle.

Commenting on the launch, Diageo India marketing and innovation director Bhavesh Somaya said the premixed Smirnoff Ice increases convenience as youngsters are always in a hurry. "We are tapping into a new occasion and looking to drive recruitment of consumers with this product," he added in a statement.

While the black variant has an alcohol content of 7% the original variant is a lighter lemon flavoured taste with spirit content of 5% and is Rs 80 and Rs 75 (for 275 ml) respectively in Goa. 

Currently, both the products are available only in Goa. Karnataka launch is expected shortly, Somaya said.