Smirnoff is building on the performance of its Crush range with the launch of Smirnoff Crush Blueberry & Pomegranate, rolling out first as an exclusive to independent convenience retailers ahead of a wider launch in September 2026.
The new variant combines blueberry and pomegranate flavours with Smirnoff vodka in a 440ml can (6% ABV), with an RSP of £2.99, giving retailers a higher-ABV RTD option aimed at driving impulse sales and catering to social and pre-drink occasions.
The launch follows strong results for existing Crush variants Mango & Peach and Lemon & Lime, now the third and fourth fastest-growing high-ABV large-format RTDs in Great Britain. Together, the two flavours have generated nearly £1.1m in value sales, with 76% of volume incremental to the category, highlighting the range’s ability to recruit new shoppers.
Berry flavours are a key driver of growth in RTDs, delivering +64% incremental growth year on year, while flavour remains the primary purchase driver in the category. The latest addition is designed to tap into this demand while extending the brand’s appeal among younger adult shoppers.
The convenience-first launch gives indies an opportunity to differentiate their alcohol range with exclusive new product.
