Smirnoff, a brand under the Diageo umbrella, is set to enter the Ready-to-Drink (RTD) market with its latest offering, the Smirnoff Smash Vodka Soda. The new range of canned sodas comes in four enticing flavors: Watermelon Lime, Raspberry Peach, Pineapple Orange, and Strawberry Dragonfruit. Each 355ml can carries a light 100 calories with an Alcohol By Volume (ABV) of 4.5%. Priced at $17.99 for a 12-pack or US$8.99 for a six-pack, this launch coincides with a celebrity-fueled pickleball tournament in Las Las Vegas, featuring participants like rapper Saweetie and former NFL player Vernon Davis. The event is scheduled for February 10th, just ahead of the Super Bowl in the city. Hosted by journalist Speedy Morman, the tournament aims to blend star-studded lineups with the emerging popularity of pickleball, marking Smirnoff's entrance into the growing RTD market. The brand's Smash Vodka Soda launch follows closely on the heels of Diageo-owned Cîroc's entry into the vodka RTD space. Smirnoff achieved global success in 2022, ranking as the top-selling vodka brand.
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