drinks news

SMIRNOFF ICE CELEBRATES TEN YEARS WITH A LIMITED EDITION BOTTLE

Liquid assets , drinks news, night online, COMMENTS

To mark its ten year anniversary, Diageo has unveiled the first ever limited edition bottle for Smirnoff Ice. The bottle glows in UV light and will replace standard packs from November, for a limited period only.

The UV light activated bottle is available exclusively to the on-trade and its launch has been timed specifically to give licensees enough time to stock up for the busy festive season and maximise the potential sales opportunity during this time. 

The bottle is striking when it is lit up in chiller units behind the bar, and point-of-sale (POS) material will be available to further enhance visibility of the bottle and attract consumers’ attention at the point of purchase.

Ellie Rogers, Brand Manager for Smirnoff Ice at Diageo GB, comments:  “Ten years on from the launch of Smirnoff Ice, RTDs still have a very valuable place within the on-trade, with sales of over £444 million , making the category even larger than gin in the on-trade. We wanted to celebrate the longevity of the brand in a way that also benefits our valued licensed customers. By developing a limited edition, glow in the dark bottle, we are offering licensees a unique and fun way of maximising sales of Smirnoff Ice during the lead up to Christmas, which is an important sales period for RTDs”.

From: NIGHT Online

Subscribe to NIGHT magazine

comments

	No comments yet

Add Comment