The global ready-to-drink favourite launches across Goa, Bengaluru and Mumbai with two distinct expressions – Smirnoff ICE and Smirnoff ICE MAX.
India, 8th October 2026: Smirnoff ICE arrives in India with exciting new flavours and a vibrant identity, introducing an easy, refreshing ready-to-drink format designed for today’s consumers. Rolling out across Goa, Bengaluru and Mumbai, Smirnoff’s globally recognised offering is suitable for every social occasion, from casual outings and house parties to spontaneous plans with friends.
In line with Diageo’s purpose of “Crafting iconic drinks chosen for life’s moments,” the launch expands Smirnoff’s RTD portfolio in India with a distinctive taste giving consumers greater choice beyond traditional options such as beer.
The ready-to-drink category is among the country’s fastest-growing segments, increasing 12% in volume versus last year. Smirnoff ICE taps into this momentum with a playful, flavour-led proposition backed by Smirnoff’s global equity and a bold new identity.
Commenting on the announcement, Ruchira Jaitly, Chief Marketing Officer, Diageo India, said: “India is evolving as a new generation seeks out fresh formats, new flavours, more spontaneous ways to socialise and explore new drinking occasions. Smirnoff ICE enters this space with easy, playful and flavour-forward propositions in tune with how Gen Z connects and celebrates today. Leveraging Smirnoff’s global legacy in a vibrant new taste and format experience, we aim to make discovery more exciting, spark new social occasions and shape the brand’s next chapter of growth in India.”
Looking Ahead
The launch reflects Diageo India’s ambition to anticipate evolving preferences and shape the future of drinking through consumer-led innovation. Available in two expressions — Smirnoff ICE at 4% ABV and Smirnoff ICE MAX at 8% ABV — the portfolio caters to different preferences and moments. As the brand expands beyond its first-phase markets, it will continue to build relevance through engaging experiences and spontaneous social moments, taking the spirit of Smirnoff ICE to more people across the country.
