Consumers of legal drinking age in the country will be able to enjoy the new presentation: Smirnoff Electric Guava, a ready-to-drink alcoholic beverage that preserves Smirnoff’s characteristic purity with the juiciness of guava and a touch of ginger.
Smirnoff, the world’s number one vodka [*], strengthens its presence in the Mexican ready-to-drink (RTDs) alcoholic beverage market with the launch of Smirnoff Electric Guava. This new presentation combines Smirnoff’s distinctive purity and quality with the freshness of guava and a touch of ginger, making it an ideal choice for those seeking vibrant and balanced flavors.
The beverage and food company Florida Ice and Farm (FIFCO) and Diageo, market leader and creator of great and iconic brands, continue to strengthen their business relationship and have unveiled a new product in their portfolio for the Mexican market.
The innovative presentation of Smirnoff Electric Guava will be available in 355-milliliter cans and will be available in convenience and self-service stores throughout Mexico starting in October. With this addition, Smirnoff reaffirms its innovation in the RTD’s market by offering new experiences for consumers seeking quality and authentic flavors in ready-to-drink alcoholic beverages.
The brand’s RTD’s portfolio, recognized for its versatility, also includes Smirnoff Tamarindo and Smirnoff Smash with its lemon-lime and peach-mango flavors, providing consumers with a wide variety of flavors for every occasion.
“Participating in this segment is a reflection of our commitment to innovation and the creation of products that respond to the preferences of Mexican consumers. We know that the market for flavored alcoholic beverages continues to grow at an accelerated pace, and Smirnoff is positioned as a brand that not only follows trends, but also leads them, providing unique flavors to accompany the significant moments of a new generation,” said Héctor Velez, Innovation Leader at Diageo in Mexico.
Juan Carlos Mariño Pérez-Carreño, General Manager of FIFCO Mexico, said “We are pleased to continue strengthening our business relationship with Diageo, not only because of the quality of the products we manage to create, but also because we have common visions and interests in the way we do business in an innovative and collaborative way. Smirnoff’s new presentation joins other beverages introduced in 2023 that have been very well accepted in Mexico by consumers”.
The new ready-to-drink presentation of Smirnoff Electric Guava is created with those occasions in mind where persons of legal age want something ready to drink. With a perfect balance between the sweetness of guava and the hint of ginger, the new Smirnoff Electric Guava offers a balanced flavor combination.
With this launch, Diageo, a leading company in the market and creator of great and iconic brands (such as Smirnoff) and FIFCO reaffirm their strategic alliance, continuing with their commitment to offer new ready-to-drink alcoholic beverage options.
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ABOUT SMIRNOFF®:
Smirnoff is the world’s number one vodka [*] and Diageo’s most popular spirits brand by volume [**]. Smirnoff is a brand that, for more than 150 years, can be enjoyed by everyone of legal drinking age. For more information about Smirnoff in Mexico visit: www.smirnoff.com/es-mx/
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ABOUT DIAGEO
Diageo is the leading beverage alcohol company and creator of great and iconic brands in the most exciting category in the consumer sector, including Don Julio® Tequila; Johnnie Walker®, Buchanan’s® and Black & White® whiskies; Smirnoff® vodka; Zacapa® and Captain Morgan® rums; Baileys® liqueur; Tanqueray® gin; and Guinness® beer. Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and its products are sold in more than 180 countries around the world. The company is committed to creating a more inclusive and sustainable world by 2030 through its “Spirit of Progress” plan, which is based on three pillars: promoting responsible drinking, championing inclusion and diversity, and supporting sustainability throughout the supply chain. For more information about Diageo, visit www.diageo.com or follow us @Diageo_News on Twitter.
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*Spirits Business, Brand Champions Report 2023
**Diageo, FY2023 results
ABOUT FIFCO
FIFCO is a beverage and food company with 116 years of history, and operations in Costa Rica, Central America, Mexico, Dominican Republic and the United States, 5 manufacturing plants and 13 distribution centers. It has 3 business divisions that include Florida Bebidas (food and beverages), Florida Hospitality (real estate sector) and Florida Retail (retail sales). It exports to 10 countries around the world and has a portfolio of 2,000 products.
