On the heels of a fresh new redesign and
national campaign, the nostalgic-driven summer-long celebration
confirms the OG malt beverage's iconic status only gets stronger
with time
NEW
YORK, May 22, 2023 /PRNewswire/ -- Here to
confirm no one does a remix better, last week, Smirnoff ICE kicked
off its highly anticipated Relaunch Tour with host Nicky Hilton and star studded performances
from music's most celebrated OGs – Shaggy and T-Pain
– and the hottest innovators – DaniLeigh and DJ
Moma. After recently debuting a drippy new look and
national TV spots jam packed with ADV-ICE and star-studded talent,
Smirnoff ICE continues to build momentum and infuse its "new swag"
and "flavor" into everything it does this summer.
Serving up modern nostalgia at one of New York City's most iconic music venues,
Smirnoff ICE confirmed true classics never fade, they only get
better with time. In an old meets new takeover, guests were treated
to a wistful trip down memory lane complete with their favorite
drinks alongside a series of throwback experiences, swag and fun.
The flavor-forward pairings of OG legends Shaggy and T-Pain with
some of the hottest artists in the scene today, DaniLeigh and DJ
Moma, proved the best parties are when everyone comes together to
celebrate. And, it's only the beginning as Smirnoff ICE continues
to partner with some of the hottest artists all summer long.
"What can I say, flavor knows flavor," said award-winning
artist T-Pain, who recently released his acclaimed covers
album, On Top of The Covers, and will be hitting the road this
summer beginning with his own Wiscansin Fest on June 10. "Smirnoff ICE and I have that in common
and that's what this Relaunch Tour is serving all summer long."
"I'm all about the classics," said Shaggy. "And when it
comes to kicking off the first stop of the Smirnoff ICE Relaunch
Tour, I can most certainly say, it WAS me!"
Made famous for pioneering the flavored malt beverage game,
Smirnoff ICE is taking its same sip, new swag vibes to cities
across the country serving up delicious flavor, good times and the
soundtrack of the summer as part of its Relaunch Tour. What's more,
the iconic brand is bringing the same great taste people know and
love complete with an immersive "new school" meets "old school"
vibe to a city near you this summer.
SMIRNOFF ICE RELAUNCH TOUR
- June 15 – Dallas, Texas
- June 22 – Long Beach, Calif.
- July 13 – Charlotte, N.C.
- July 27 – Indianapolis, Ind.
- August 10 – Lake of the Ozarks,
Mo.
- August 24 – Atlanta, Ga.
"Smirnoff ICE is a brand that's all about bringing people
together for the best times," said Lisa
Lee, Smirnoff ICE Brand Director. "Now, 23 years later,
we're continuing to connect people with new partnerships, a fresh
new look and experiences they remember."
Speaking of flipping pop culture, Smirnoff ICE is teaming up
with cult LA-based streetwear brand MARKET and throwing
it back with a limited release Y2K-inspired collection. With monthly drops from
June through the end of the year, stay tuned for how to get your
hands on the summer's most flavor-forward merch.
And of course, consumers (21+) can enjoy the crisp and
refreshing taste of Smirnoff ICE wherever it's sold. Boasting a
modern new look with fresh new packaging for its most delicious
flavors, 2023 is undoubtedly the summer of Smirnoff ICE.
For more exciting news, follow @Smirnoff on Instagram. And no
matter how you choose to enjoy the delicious flavors of Smirnoff
ICE, please remember to always drink responsibly.
About SMIRNOFF
Smirnoff has been giving the people
what they want since 1864, revolutionizing drinking culture across
generations: from inventing the Mule and reimagining the vodka
martini to creating a cultural mainstay that defines the flavored
malt beverage category with the launch of Smirnoff Ice in 2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along with a
dedicated history of adding fun to any occasion while keeping
diversity and inclusion at the forefront. Truly showing the power
of socializing when everyone (21+) is invited to celebrate.
The Smirnoff portfolio offers a variety of options for adults
across vodka and flavored malt beverages. Current offerings include
foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of
flavors in North America and
ready-to-serve flavored malt beverages including Smirnoff Seltzer
and Smirnoff Ice Smash. From culturally relevant limited editions
to new innovations and zero sugar offerings, Smirnoff has always
been known for quality and affordability, and prides itself on
giving the people what they want.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource,www.DRINKiQ.com, for information, initiatives, and ways to
share best practice. Follow on Twitter and Instagram for news and
information about Diageo North America: @Diageo_NA.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
Nicole.Anastasi@diageo.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff ICE