Smirnoff has unveiled Smirnoff Crush, a 440ml ready-to-drink (RTD) range with two flavours – Mango & Peach, and Lemon & Lime – retailing at £3.50 a can.
The 6% abv drinks, which are in a larger format than other Smirnoff RTDs, are available in Booker, Tesco and One Stop from the start of September, with a national roll-out planned for the beginning of 2026.
RTD drinks continue to surge in popularity, with the 440ml format in particular seeing a 49% value growth in the convenience channel, according to figures from Nielsen for the 26 weeks ending July 12 2025.
To support the new range, there will be a below-the-line campaign in the off-trade. There will also be a field sales strategy aimed a unlocking visibility in key cities, and a wider influencer campaign will run across social media.
Commenting on the launch, head of Smirnoff GB, Jessica Lace, says: “Smirnoff continues its commitment to innovation and flavour-forward products that push boundaries and exceed shopper expectations.
“We are bringing Smirnoff Crush to Great Britain after a brilliant launch in Australia, where it is the most successful premix category launch since 2022. In Australia, 72% of consumers that have tried the product have repurchased – which is testament to the great taste of the drink.”
