Smirnoff seltzer tops the most competitive category of the summer

February 16, 2021
By Ioni Doherty

Smirnoff has led the seltzer trend in Australia, scoring the number one position in the highly competitive category for its seltzer range.

According to a recent report by data analytics and market research company, Information Resources Inc. (IRI), Smirnoff Seltzer currently holds the highest share of the market at 29%, based on the current financial year to date (up to 17 January 2020).

The new Smirnoff Seltzer range hit Australian shores with an initial line-up of three flavours; Natural Lime, Raspberry Rosé and Passionfruit.

Smirnoff Australia Marketing Manager Maddy Stockwell said, “Smirnoff Seltzer provides a great alternative for those looking for a lighter option to wine or beer. With no sugar and only 70 calories or less per serve, it’s easy to see why the crisp flavours of Smirnoff Seltzer have become a summer staple. Responding to the demand, we’re very excited to be launching another new flavour soon,” she says.

For its Australian debut, Smirnoff held the Smirnoff Seltzer Party Yard on Saturday, 19 December, a virtual music festival celebrating homegrown music and headlined by ARIA award-winning artists Lime Cordiale. The festival was streamed 603,000 times across Australia.

The event was hosted by Australian DJ Anna Lunoe and featured a series of performances from Lime Cordiale, Touch Sensitive, Jaguar Jonze and ILUKA. Beaming from one backyard to another for the show, a lucky Aussie household who registered their details online also won the right to host Touch Sensitive’s set from their own backyard.

Smirnoff Australia Marketing Manager, Maddy Stockwell said, “Smirnoff has a long history in the music space and Smirnoff Seltzer Party Yard allowed us to continue celebrating our nation’s incredible musical talent by streaming these amazing performances directly to Aussie homes .”

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