Smirnoff Ice's Slogans & Taglines

Smirnoff Ice is a flavoured malt beverage launched in 1999 by Diageo in the United Kingdom, created as a ready-to-drink extension of the Smirnoff vodka brand. Positioned as a premium pre-mixed cocktail alternative, it was designed to broaden the Smirnoff footprint into new drinking occasions with a blend of pure Smirnoff vodka and classic lemon flavour. The brand quickly established itself as a global leader in the RTD category, now available in over 140 countries with the largest worldwide footprint of any ready-to-drink beverage. Core offerings span the flagship lemon variant alongside an expanding portfolio including Black Cherry, Raspberry, and seasonal limited editions, recently transitioning from traditional bottles to cans to capture the convenience-store and impulse-purchase market. Early brand messaging was anchored by the platform intelligent nightlife, targeting young adult consumers seeking social, flavour-forward refreshment. In 2025, celebrating its 25th anniversary, Smirnoff Ice launched its first global campaign with a humour-driven repositioning under slogans such as We're called Ice but we're a liquid. We don't get it either, embracing internet culture and self-aware humour to remain relevant with younger generations.