By Andrew Starke
Diageo Australia will invest over $2 million into the launch of the new Smirnoff Mule RTD, which will be available to the trade later this month.
The original 1940s drink of Smirnoff 21 vodka, ginger beer and lime will be available nationwide in a RTD format in both on and off premise.
Diageo hopes the addition of the Smirnoff Mule RTD to its Smirnoff portfolio will drive sales and help reinvigorate the light RTD category.
The Smirnoff Mule was originally created in the United States in the 1940s when Smirnoff vodka, ginger beer and lime were first mixed together in distinctive copper cups.
The drink became known as the ‘Mule’ because of its refreshing ginger kick.
Smirnoff Mule RTD will be available in bottles and cans with an ABV of 4.8 percent.
It will predominantly be aimed at the male demographic with Diageo investing in both outdoor and digital media opportunities.
“Smirnoff Mule is another example of what the innovation pipeline at Diageo can deliver to drive the category and sales for our customers nationally,” said Diageo Australia innovation director, Jonathan Curnow.
“Diageo will continue to invest heavily into innovation of the RTD category as well as support on and off premise retail to drive incremental sales of Smirnoff. The Smirnoff Mule copper coloured packaging will also create greater shelf impact and visibility in store.”
RRP is for a four pack of bottles is $15.99 and a six pack of cans is $24.99.