Smirnoff has unveiled a new ready-to-drink (RTD) range. Smirnoff Crush features two flavour combinations – Mango & Peach and Lemon & Lime – in a 440ml can format, with an rrp of £3.50.
Smirnoff Crush Mango & Peach and Lemon & Lime will be available in 440ml cans (6% ABV), exclusively in Tesco, Booker and One Stop from the start of September, with a national roll-out planned for the start of 2026.
The launch comes as RTD drinks continue to surge in popularity, with the 440ml format in particular seeing a +49% value growth in the convenience channel [Nielsen L26W data ending 12.07.25].
To support the new range, there will be a below-the-line campaign featuring disruptive executions in the off-trade. The plan also includes a focus on the impulse & convenience channels, backed by a dedicated field sales strategy aimed at unlocking visibility in key cities. A wider influencer campaign will run across social media, amplifying awareness and excitement for the range.
Commenting on the launch, head of Smirnoff GB, Jessica Lace, said: “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 a testament to the great taste of the drink.
“Our 440ml can, with the new Lemon & Lime and Mango & Peach options, is bigger than the average Smirnoff RTD, meaning shoppers can enjoy a longer, flavourful drink which is perfect for savouring social moments!”
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