Diageo launches Smirnoff ICE variants in India to target RTD market growth
1 report, 1 independent
Updated Oct 1
AI-generated briefing. Brind wrote this from the reports listed below. It can be wrong. Each section says how much you can rely on it, and the sources are linked so you can check.
What happened
Diageo India launched Smirnoff ICE to address changing consumer drinking occasions and growing interest in flavored alcoholic beverages. The company introduced two variants: Smirnoff ICE at 4% alcohol by volume (ABV) and Smirnoff ICE MAX at 8% ABV. The initial rollout is taking place in Goa, Bengaluru, and Mumbai.
Why it matters
The ready-to-drink (RTD) alcoholic beverage market in India is growing 12% in volume year-on-year. Diageo stated that trends like premiumization, gender participation, and the importance of flavors are driving this growth. Smirnoff RTD is already the world's No. 2 RTD brand, operating in 111 countries.