Original Smirnoff Ice
I don’t know about any of you, but in my group of friends, when we started partying – beer and Smirnoff Ice were the two drinks that filled the fridge. Now, beer is beer so it’s very hard to get sick of it. There’s so many different labels, and each company has a different variety of beers (light, citrus, honey, low-alcohol, non-alcoholic), but coolers – those are tricky.
It could be the sugar or the type of cooler (rum, vodka, etc.) but coolers always seem to get old fast. There is not one of my friend that will purposely buy a Smirnoff Ice anymore because after a while, the taste became almost sickening. I must not be the only person noticing this, because, although Smirnoff Ice is still one of the leading “coolers” available, they have really branched themselves out in a short amount of time (as if trying to become more appealing).
Smirnoff Twisted
Smirnoff Ice is technically not a cooler, in fact according to their website, this beverage sits closely to the beer family because it’s actually brewed and in some countries outside of Canada (like the US) it doesn’t actually contain vodka. It’s called a citrus-flavoured “malt beverage” and has an ABV of 5.5% alcohol. However, because of its appearance of being a cooler, it’s almost been pinned as a female’s beverage which was not Smirnoff’s intent. This drink was created as a beer alternative for those who don’t like beer or wanted something different. But, their popularity was still high so they launched an even more “feminine” line of beverages called “Smirnoff Ice Twisted” where they incorporated more flavours like raspberry, grape, green apple and even blueberry.
How were they going to get their appeal towards “manly-men” back? Simple. The stereotypical man likes beer. Not a problem! One of the latest crazes on the market is citrus beer, Smirnoff Ice has a citrus flavour, put the two together (50% beer, 50% Smirnoff Ice) and you have the Smirnoff Rocket!
The actual product of Smirnoff Ice was not changed, there’s no specific type you buy to mix into your beer of choice, just the original Smirnoff Ice. With just a little advertising online, and a “recipe” on each box of Smirnoff, you’ve got yourself a new product.
This is a defensive strategy, which Reid (2010) describes as a strategy “used to counter the effects on an existing product from a competitor’s new product.” Smirnoff is a lot smarter than I would have ever thought. They saw the market for citrus beer was sky (rocket)ing and took the opportunity to connect their citrus product with the demand for this citrus beer and “created” a product without actually creating anything.
Smirnoff Rocket
My personal thoughts:
I have tried the original Smirnoff Ice, Smirnoff Ice Twisted, and so, this summer, I thought it would be good to try “The Smirnoff Rocket”. I thought it sounded completely disgusting at first, and although it wasn’t great – it wasn’t half bad. A bunch of my friends actually enjoy it, however they find it expensive because you’re paying for both your beer and the Smirnoff Ice to go into it.
I think that over-all it was a smart marketing idea because even the people who find it sounds gross would most likely consider trying just to see what it tasted like. And since it only tastes half a beer and half a Smirnoff, if they didn’t like it, the consumer would still (most likely) drink the remaining Smirnoff – maybe rekindling their interest in the original drink.
Again, those are only my thoughts – feel free to comment!
Cheers,
Sam
Information source: http://en.wikipedia.org/wiki/Smirnoff
Samantha Ingleson ♥ 
Hi Sam,
Smirnoff Rocket is such a brilliant idea, I believe a lot of people (both man and woman) will love the creation!!! As Reid said, corporations that lead industry because they have been very successful in developing products and service that enhance their market position. I am just amazing by how you can invent a brand new product with only two ingriendents and easy steps, now it is Barcardi Breezer faces the pressure.
Hi Sam,
I spent the past summer working at a golf course where I worked the beverage cart, dining room and the bar. Rockets were big at this gold course. Especially at one wedding where I had the pleasure of playing bartender.
I personally HATE Rockets but I love the idea of them as they created a buzz and worked WONDERS for my tip jar!
I also loved them because they got the girls who don’t drink beer, to drink beer and as you had mentioned, got the beer drinking boys to spend almost double what they would have normally paid for just a bottle of their favourite brew.
I do however think it will be seen as a quick-fading novelty and come next summer, people will be on to the next drink craze.
I agree with you on how many people used to drink Smirnoff ice and eventually started to get sick of it because personally i did. I am not a huge fan of beer and sick of smirnoff but the rocket sounds interesting to me to try because it is something new then the orignal. It was a smart idea of the company to produce this product.