Smirnoff has launched a new ready-to-drink range in the UK called Smirnoff Crush, featuring two fruit-forward flavours: Mango & Peach and Lemon & Lime.
The 6% ABV drinks come in 440ml cans and are available exclusively from Booker depots and One Stop stores. A national rollout is planned for early 2026.
Smirnoff Crush was previously launched in Australia, where it became the most successful premix category launch since 2022. According to Smirnoff, 72% of Australian consumers who tried the product went on to repurchase.
The launch is timed to coincide with the back-to-university period and the lead-up to the festive season. It will be supported by a marketing campaign focused on impulse and convenience channels, alongside influencer activity on social media.
