Smirnoff Ice - it's in the can

Diageo GB expanded its Smirnoff Ice and Smirnoff Black Ice brands to include availability in aluminium cans. The 300ml, slim-line cans were developed by Rexam Beverage Can Europe & Asia and are manufactured by Rexam’s beverage can facility at Recklinghausen, Germany.

Diageo GB expanded its Smirnoff Ice and Smirnoff Black Ice brands to include availability in aluminium cans. The 300ml, slim-line cans were developed by Rexam Beverage Can Europe & Asia and are manufactured by Rexam’s beverage can facility at Recklinghausen, Germany. The Smirnoff Ice brands have broken two traditional moulds in that they are some of the first RTD’s (Ready to Drinks) to be offered in the new “tall” cans, and aimed specifically at the male market. RTD’s have traditionally been packaged in glass, however buyers are reported to be delighted with the move to cans. “This is a very exciting move for the beverage can industry,” comments David Brierley UK Sales Director for Rexam Beverage Can Europe & Asia. “This break in tradition opens up the market to a whole new range of products that themselves are becoming more popular. Cans are perfectly suited to RTD products and with the successful launch of the Smirnoff Ice brands, we could see a surge in orders from other similar Ready To Drink brands.” The Ready to Drink market has predominantly been a female domain but the new cans are targeted specifically at male drinkers. The can is traditionally seen as a male package in the off-trade sector and Rexam believes that the development of this tall slim can in conjunction with a new “tactile” matt over-varnish finish, and large opening end, serve to re-enforce its male appeal. “We are really pleased with the workmanship and finish on these cans,” comments Adam Oakley, Marketing Manager, Smirnoff Ice. “Rexam has done a great job in ensuring that the Smirnoff can is premium, stylish, and differentiated in the market place.” In addition to these finishing techniques, Rexam offers an extensive range of technologies, which provide customers with the opportunity to improve brand awareness and appeal, including promotional tabs and ends, thermo-sensitive inks, fluting, shaping and embossing. Rexam produces cans in a variety of sizes ranging from 150ml to 568ml, in both aluminium and steel, providing the perfect package for any drinking occasion. Both Smirnoff Ice and Smirnoff Black Ice cans are currently available in UK supermarkets in Multipacks of 4, 8 and 12.