Smirnoff Seltzer

Summer ready – new Smirnoff seltzer range comes to Australia

October 12, 2020
By Ioni Doherty

Diageo has launched Smirnoff Seltzer, a ready-to-drink mix of Smirnoff No.21 Premium Vodka, sparkling water, and a hint of natural fruit flavours – creating a clean, crisp, and fresh tasting serve perfect for any summer occasion.

With only 70 calories per serve, Smirnoff Seltzer contains zero sugar, is gluten free and low in carbs, offering a great alternative for those looking for the lighter option to wine or beer.

Each low-calorie spirit-based standard drink (5.0% mid ABV) is designed to be enjoyed by all, and is perfect for daytime socialising. Available in three flavours Natural Lime, Raspberry Rosé and Passionfruit, Smirnoff Seltzer is best served chilled from the fridge, or over ice in a glass.

Having already launched ranges in the US, UK, Europe and New Zealand, Smirnoff Seltzer is arriving in Australia just in time for summer and at an exciting time for the category. Exponential growth in the global alcoholic seltzer market has seen it contribute 43 per cent in market share sales within the premix category in the US, a figure that’s projected to triple by 2023, reaching 281 million nine-litre cases*.

Over the past year Australia has seen enormous growth in the premix category, with a 21.4 per cent growth in the light premix sector, making Smirnoff Seltzer the must-have summer drink.

Linda Wellington, Marketing Manager at Smirnoff said, “Smirnoff has a long-standing reputation as an innovator, and we’re thrilled to bring the new range of seltzers to Australia. After watching the seltzer trend soar globally, and with the success of our launches in the US, UK, Europe and New Zealand, we’re excited to offer Australian consumers a new lighter and low calorie drink in time for summer!”

The 250ml Slim Can four-pack retails for $19.99. Natural Lime and Raspberry Rosé are now available in liquor stores nationwide and Passionfruit is available exclusively at Dan Murphy’s and BWS nationwide.

*The Hard Seltzer Report from IWSR Drinks Market Analysis

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