By Andrew Starke
Diageo Australia is investing over $2 million in the launch of two new Smirnoff Ice Double Black flavors – Smirnoff Ice Double Black Wild Lime and Smirnoff Ice Double Black Raw Berry.
Smirnoff Ice Double Black is Australia’s leading white spirit RTD (Nielsen MAT Feb 09) delivering double digit sales growth for the five years prior to the RTD tax change (Diageo internal sales data).
Since its launch five years ago, Smirnoff Ice Double Black has grown to consistently deliver more than a million cases of RTD each year.
Smirnoff Ice Double Black Wild Lime and Smirnoff Ice Double Black Raw Berry will be available in 300ml slim line cans, with new 300ml four-packs to retail at $15 per pack.
“These new flavours capitalise on the growth of premium RTDs whilst leveraging the strength of the Smirnoff trademark,” Diageo Australia’s Smirnoff marketing manager Mary Perezbak said. “Diageo really prides itself on developing these innovations that continue to reinvigorate the RTD category, keeping it strong and relevant for the consumer and profitable for the retailer.”
The Smirnoff Ice Double Black Wild Lime and Raw Berry four pack will retail for a promotional $14.95 at launch and is available nationally from this month.
The new product will be supported in retail with header cards, counter cards, A-Frames and fridge electrostats.