Diageo Australia is investing over $2 million into the launch of the new Smirnoff™Mule RTD. The original 1940s drink of Smirnoff™21 vodka, ginger beer and lime will be available nationwide in a convenient RTD format in the on and off premise from March 2010.

Smirnoff is the number one vodka trademark in Australia * and the addition of the Smirnoff™Mule RTD to the Smirnoff portfolio is set to 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 unique combination of these three simple ingredients delivers a truly clean refreshing taste.  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%.

Smirnoff™Mule is predominantly targeted at the male demographic and taps into occasions where memorable moments are celebrated with mates. To leverage sales of Smirnoff™ Mule RTD, Diageo will be investing in 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. 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,” said Jonathan Curnow, Innovation director, Diageo Australia.

*(Nielson MAT January 2010)

For sales enquiries please contact: 1800 066 931

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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