Smirnoff has announced the launch of a new ready-to-drink (RTD) flavour - Smirnoff Ice Lavender Lemonade. The launch is inspired by the rising popularity of the colour lavender in the world of fashion and pop music. The new beverage is designed to mimic the energy and fun that music festivals evoke for music lovers.

The Smirnoff Ice Lavender Lemonade is a blend of lavender and lemon, with a 4.5% ABV. The product will be available from 13 February, at liquor stores nationwide including Dan Murphy’s and BWS. A 300ml glass bottle four-pack of Smirnoff Ice Lavender Lemonade retails for $21.99.

Smirnoff, owned by global beverage alcohol leader Diageo, is known for its outstanding collection of brands. The company's new offering is a testament to its innovative approach to product development, tapping into current trends and consumer preferences.

Maddy Stockwell, Smirnoff Marketing Manager, commented on the launch, “With the colour purple having its moment, we’re leaning into our lavender era with the launch of Smirnoff Lavender Lemonade, creating a new taste that sparks excitement. Smirnoff lives and breathes music, so when we saw the line-up of incredible musicians and artists making their way to Aussie stages this year, we knew we had to get ready for it.”

The launch of Smirnoff Ice Lavender Lemonade comes at a time when the beverage industry is seeing a surge in the popularity of flavoured alcoholic beverages, particularly among younger consumers. This new product is likely to appeal to those seeking a unique and refreshing drink option, whether for casual social gatherings or music festivals.