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New: Smirnoff Ice Black Guarana - The exotic drink with the trendy guarana flavor

DIAGEO, one of the world's leading producers of premium spirits, is launching a new premix on the market. Smirnoff Ice Black Guarana is the name of the innovation, which has been available to retailers since December 2024 and promises an exotic taste experience in a handy can.

Smirnoff Ice Black Guarana
© Diageo Germany GmbH
13.01.2025
Source:  Company news

Guarana Black flavor hits the mark
The new Smirnoff Ice with guarana corresponds exactly to the taste preferences of consumers in the RTD segment. At 70%, fruity flavors are currently among the most popular in the category. The forecast for success is correspondingly strong: an annual growth rate of over 6% is predicted for the trend flavor guarana until 2032. Exotic fruit flavors already account for 16% of RTD innovations and the segment of vodka-based RTDs is growing at an above-average rate of 21%. The blend of Smirnoff vodka and guarana therefore offers everything that RTD fans currently love.

New launch with strong sales potential
With its new ready-to-drink mix, Smirnoff Ice is focusing on a category with future potential that primarily appeals to young adults aged 18 and over. The RTD category recently recorded growth of 18.4 %, which is significantly higher than the beer, wine and spirits categories. In addition, Smirnoff has the second strongest brand value in the vodka category in Germany and is growing more than twice as fast as the vodka category itself with growth of 8% compared to the previous year. These are the best conditions for retailers to benefit from the new launch.

Media measures and POS - the full program
In keeping with the 2025 summer season, a strong media package will ensure that the product has a comprehensive presence on all key digital channels. The brand will also use the summer festival season to make the RTD innovation known to the target group and bring it to life through sampling campaigns. In addition, the food retail and convenience channels are supported with customized sales promotion measures. Eye-catching displays increase visibility at the POS and fridges in the new Smirnoff Ice design boost impulse purchases.

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