Smirnoff Ice has just unveiled Raspberry, a new flavor that scored 75% approval in taste tests, timed for summer heat and Carnival season.
As demand spikes for cold, no-fuss drinks with personality, the ready-to-drink pioneer is rolling out the launch in Brazil. The idea is to deliver convenience while keeping a bright aroma and a clean, refreshing finish.
What the Raspberry flavor brings
Inspired by the iconic fruit, Smirnoff Ice Raspberry aims for a balance of sweetness and acidity. The brand describes it as vibrant and aromatic, designed to match hot days, casual hangouts, and “easy-to-like” sipping.
The company also highlights internal consumer testing: Raspberry reached 75% approval, a result it frames as strong within the ready-to-drink segment.
Convenience as the main driver
Smirnoff Ice built its local identity around drinks that require zero prep yet still deliver bold flavor. With Raspberry, it adds a modern take on a classic cocktail ingredient, tuned to Brazil’s fast-moving summer routine.
In practical terms, the positioning targets social moments where convenience matters: outdoor late afternoons, informal parties, and last-minute get-togethers. The promise is immediate freshness and an approachable taste.
Available in can and long neck
The new flavor will be sold in two formats: can and long neck. The rollout expands the lineup and reinforces the brand’s push to innovate in ready-to-drink offerings with flavors built to spark curiosity from the first sip.
Photo: Divulgação
