Australia’s Number One selling Seltzer launches new Smirnoff Seltzer Cocktails
Spicing things up this summer, Smirnoff has launched a brand-new range of high ABV Seltzer Cocktails. Combining the global demand for Seltzers with a growing cocktails culture in Australia, Smirnoff has developed two new flavours – Spicy Margarita and Watermelon Margarita – inspired by the No. 1-selling cocktail in venues in Australia*.
With the wholistic living macro trend continuing to rise across Australia, especially amongst 18 to 29-year-olds, Smirnoff Seltzer cocktails are low sugar and can be seen as a fresh-tasting alternative to a traditional margarita, beer or premix. The new duo boasts Seltzer credentials with an infusion of Smirnoff Vodka, sparking water and natural flavours, at 7% ABV or 1.4 standard drinks, only 2.5 grams of sugar and 107 calories per 250mL serve.
With Australians once again returning to venues for their drinking occasions, research has shown 18- to 34-year-olds have led the charge, with on-premise consumption representing 50% of their drinking occasions. **
This return has led to a +239% growth in Smirnoff Seltzer sales*** in the on-premise, which has cemented Smirnoff as the No. 1 Seltzer in the channel with nearly 1 in 2 Seltzers sold from Smirnoff. ***
Staffing challenges are real and apparent across the industry at present and Seltzers along with ready-to-drink options are a great solution for venues to ease the load. The new Smirnoff Seltzer Cocktail flavours offer the quality and flavour appeal of the margarita, combined with speed of preparation and ease of service. Both flavours are a step-up option from the usual when patrons want something a bit more special but don’t want the calories of a traditional cocktail or full sugared RTD.
They are also an affordable and convenient way to drink spirits and cocktails and research has confirmed that consumers are willing to pay for a light premix option that meets their needs for convenience, experience, and flavour. All that’s required is some time to chill in the fridge before the drinks are served straight from the vibrant can, or be served in a tumbler glass over ice with a slice of lime and a paper straw – quick, easy, and delicious.
To get the most from Seltzers this summer, venues can encourage patrons to try one of the new flavours from Smirnoff such as the Spicy Marg. Other ways to encourage trials of Seltzer is through bar staff recommendations, who are one of the top 3 influencers for drink choice in the on-premise, utilising in-venue visibility, menus and banner ads on ordering systems. Smirnoff has created a high-impact visibility POS suite for on-premise venues that range high ABV ready-to-drink products, in conjunction with the launch of Smirnoff Seltzer cocktails. The POS suite consists of bar staff button-up ‘party’ shirts, Smirnoff Seltzer Cocktails buckets which are perfect for group sharing, menus, and digital bar displays.
If you would like to know more about Smirnoff Seltzer Cocktails for ranging and access the high-impact visibility POS suite in your venue, reach out to a Diageo rep or email Sydney.email@example.com.
- *Kantar CCF occasion data MAT to June 2022
- ** Liquor Unweighted | Dollar share of Seltzer MAT to 17/07/2022
- ***ALM hybrid | Dollar share of Seltzer MAT to 17/07/2022
- **** Kantar Research June 2021
- ***** Mesh | On-Premise Data August 2021