Diageo India Bets on Ready-to-Drink Trend with Smirnoff Ice
What Happened
Diageo India has entered India's ready-to-drink (RTD) alcohol market with the launch of Smirnoff Ice, intensifying competition in a segment largely dominated by Bacardi. The company has introduced 4% and 8% alcohol variants in flavours such as peach and jamun, targeting younger legal-age consumers seeking convenient, flavour-led drinking options.
Key Takeaways
The move signals increasing interest in India's still-nascent RTD alcohol market, as beverage companies look beyond traditional spirits and beer to tap changing consumer preferences and demand for convenient, pre-mixed drinks.