Smirnoff brings ‘flavour-forward’ Crush RTDs to the UK

Smirnoff has introduced its Crush sub-brand of vodka-based RTDs to the UK.

First launched in Australia in 2022, Smirnoff Crush has landed in the UK in Mango & Peach and Lemon & Lime flavours.

The 440ml cans will carry an rsp of £3.50. 

They have launched exclusively in Tesco, Booker and One Stop, with a national rollout planned for the start of 2026.

The launch would tap into rising demand for larger-format RTD drinks, Smirnoff said, citing data that value sales of 440ml cans were up 49% in the convenience channel [NIQ 26 w/e 12 July 2025].

To support the new range, Smirnoff said it was readying a below-the-line campaign with focus on the impulse & convenience channels. 

A wider influencer campaign would run across social media, “amplifying awareness and excitement for the range”, it added.

“Smirnoff continues its commitment to innovation and flavour-forward products that push boundaries and exceed shopper expectations,” said Jessica Lace, head of Smirnoff GB at Diageo. “We are bringing Smirnoff Crush to Great Britain after a brilliant launch in Australia, where it is the most successful premix category launch since 2022. In Australia, 72% of consumers that have tried the product have repurchased – which is a testament to the great taste of the drink.

“Our 440ml can, with the new Lemon & Lime and Mango & Peach options, is bigger than the average Smirnoff RTD, meaning shoppers can enjoy a longer, flavourful drink which is perfect for savouring social moments.”