SMIRNOFF SMASH VODKA SODA 'RALLIES' AT PICKLE FEST WITH FOOTBALL LEGEND DREW BREES TO KICK OFF FALL "SMASH" PICKLEBALL SERIES

Rhea-AI Summary

Smirnoff SMASH Vodka Soda, part of Diageo (NYSE: DEO), is launching a fall 'SMASH' Pickleball Series, starting with NOLA Pickle Fest featuring football legend Drew Brees. The series will expand to Illinois, Michigan, and Arizona, partnering with local celebrities. This initiative follows the successful Smirnoff SMASH Pickle Bowl in February.

Smirnoff SMASH Vodka Soda, available in four flavors (Watermelon Lime, Pineapple Orange, Raspberry Peach, and Strawberry Dragon Fruit), is capitalizing on the growing popularity of pickleball. The product, with 100 calories per can, is sold in variety packs at $17.99 for a 12-pack or $8.99 for a 6-pack.

This marketing campaign aims to boost brand visibility and sales by associating with the trendy sport of pickleball, potentially impacting Diageo's revenue in the ready-to-drink (RTD) beverage segment.

Positive

• Smirnoff SMASH Vodka Soda is leveraging the popularity of pickleball to potentially increase brand visibility and sales
• Partnership with celebrity Drew Brees may enhance brand appeal and reach
• Expansion of the 'SMASH' Pickleball Series to multiple markets could increase product exposure

Negative

• None.

News Market Reaction – DEO

+1.39%

1 alert

+1.39% News Effect

On the day this news was published, DEO gained 1.39%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

In Celebration of National Pickleball Day (August 8), makers of the World's No. 1 Vodka and its Latest Ready-To-Drink Look to Bring Local Celebrity and Fan Fun to Several Markets this Fall

NEW YORK, Aug. 9, 2024 /PRNewswire/ -- Legends know legends…that's why Smirnoff SMASH Vodka Soda is teaming up with Drew Brees, legendary quarterback & champion, and his foundation, the Brees Dream Foundation, at NOLA Pickle Fest. Bringing bold flavors and combinations to the Crescent City courts, Smirnoff SMASH Vodka Soda is serving up more than just pickleball throughout the weekend. 

As true fans know, Smirnoff never passes up a SMASH hit. That's why, all weekend long, players 21+ are invited to enjoy flavorful competition at the Smirnoff SMASH Pickleball Court. Whether SMASH-ing it on the court or spectating from the sideline, pickleball fans can enjoy the latest double hit from Smirnoff SMASH Vodka Soda with all four vibrant flavors at the VIP Lounge and free Smirnoff swag up for grabs.

"We are excited to bring NOLA Pickle Fest back and team up with Smirnoff SMASH Vodka Soda to unite fans and enthusiastic players for this unique, festival-style pickleball tournament," said Brees. "This weekend is all about bringing the community together for fun and bold competition."

If you couldn't make it down South this time, never fear – Smirnoff is taking the competition on the road and calling all pickleball fans to join in on the Smirnoff SMASH Series! Bringing SMASH Vodka Soda's doubly delicious flavors to three additional markets, including Illinois, Michigan and Arizona, the new Ready-To-Drink offering is teaming up with local legends to host the tournaments and play alongside fans. Who knows, you might get a chance to meet (or beat) your favorite legend on the court! Dates to be announced in advance of other markets.

The Smirnoff SMASH Series follows the first-ever Smirnoff SMASH Pickle Bowl, where the brand served up pickleball with an unexpected twist and featured some of the biggest names in culture including Saweetie, Vernon Davis, Scheana Shay, and more. From football's biggest weekend in February to our colorful court in NOLA, we're bringing SMASH hits wherever we go.

"Smirnoff SMASH Vodka Soda is basking in America's latest sports obsession – pickleball," said Lisa Lee, Director Smirnoff Pre-Mix, Diageo. "As an OG of flavor and fun, we look to encourage fans (21+) who both love pickleball and all the celebrations that come after the game with friends, family and colleagues. It's one of the most popular sports bringing the collective together, and we will keep elevating it in the coming months."

With a thrilling and unexpected collision of two bold flavors in one can and 100 calories each, Smirnoff SMASH Vodka Soda will be a SMASH hit at any party or get together. Available in Watermelon Lime, Pineapple Orange, Raspberry Peach and Strawberry Dragon Fruit, these gluten-free RTD offerings are sold in variety packs, the suggested retail price is $17.99 per 12-pack, or $8.99 per 6-pack. Visit Smirnoff.com to find Smirnoff SMASH Vodka Soda on shelves near you.

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

FAQ

What is Smirnoff SMASH Vodka Soda's new marketing campaign for Fall 2024?

Smirnoff SMASH Vodka Soda is launching a fall 'SMASH' Pickleball Series, starting with NOLA Pickle Fest featuring Drew Brees, and expanding to Illinois, Michigan, and Arizona with local celebrities.

How much does Smirnoff SMASH Vodka Soda cost and what flavors are available?

Smirnoff SMASH Vodka Soda is available in four flavors: Watermelon Lime, Pineapple Orange, Raspberry Peach, and Strawberry Dragon Fruit. It's sold in variety packs at $17.99 for a 12-pack or $8.99 for a 6-pack.

How is Diageo (NYSE: DEO) using pickleball to promote Smirnoff SMASH Vodka Soda?

Diageo is using pickleball's growing popularity to promote Smirnoff SMASH Vodka Soda through a series of pickleball events featuring celebrities, aiming to increase brand visibility and potentially boost sales in the ready-to-drink beverage segment.