Smirnoff ICE Unveils Bold New Look in South Africa

Smirnoff ICE, South Africa’s original Ready-to-Drink (RTD) icon, has revealed a vibrant new look designed to stand out, turn heads, and claim its place at the centre of local culture.

A Pack That Pops

The refreshed design is loud, stylish, and instantly recognisable – whether it’s sundowners on the rooftop, a beachfront braai, or a groove that lasts until sunrise.

Beyond shelf appeal, the redesign taps into a universal South African truth: no matter what, people will always find a way to come together, vibe, and keep the energy alive.

Stepping Into Main Character Energy

“Smirnoff ICE has always been more than a drink. It’s an icon. It’s about moments that turn into memories and the vibe that pulls people together,” says Atlegang Moloko, Diageo Head of Marketing RTD. “With this new design, we’re stepping into our boldest energy yet. It’s fresh, it’s confident, and it’s unapologetically ICE.”

Smirnoff isn’t calling this a rebrand or relaunch – it’s a comeback. Confident and modern, the bold new pack cuts through the noise with a fresh, sharp edge, embodying the spirit of South Africa’s biggest vodka brand in RTD form.

The Line-Up That Defines the Vibe

Smirnoff ICE remains as versatile as ever, with a flavour-forward range that doubles as a cocktail alternative:

• Storm
• Guarana
• Spin
• Berry Twist
• Pine Twist

Available in 330ml, 440ml and 660ml bottles, the line-up delivers options for solo refreshment, casual house parties, and big social link-ups. With ABVs of 5%, 5.5% and 6%, it offers the perfect mix of taste, energy, and convenience – always cold, always ready.

More Than a Drink

Smirnoff ICE isn’t just keeping the vibe alive – it’s defining it. With its unapologetic new look, it’s here to turn ordinary nights into unforgettable memories, proving once again why it remains the OG of South Africa’s RTD scene.

The new Smirnoff ICE packs are available nationwide.

About Smirnoff ICE

Smirnoff ICE is South Africa’s leading ready-to-drink brand, known for its refreshing taste, bold identity, and cultural relevance. As part of the global Smirnoff family, it continues to innovate in both design and experience, staying true to its mission of bringing people together to celebrate life’s boldest moments.