PETALING JAYA, 19 June 2014 — GAB, Malaysia’s leading brewer, has launched the world’s No. 1 Ready-To-Drink beverage SMIRNOFF ICE, a refreshing and crisp pre-mixed cocktail with a lemon flavour that packs a punch.
SMIRNOFF ICE will appeal to increasingly discerning Malaysians who want more out of their drink. Served in a chilled and convenient bottle, SMIRNOFF ICE is a crowd favourite the world over, particularly amongst younger working adults who have a keen sense of curiousity and are seeking new drinking experiences.
“Consumers are always looking for exciting new flavours. We are expanding our portfolio into the Ready-To-Drink category by bringing the world’s No. 1 most popular pre-mixed cocktail to Malaysians. Whether you are a happy-hour barfly or a casual clubber, Smirnoff Ice is ‘Exclusively for Everybody’,” said Bruce Dallas, Marketing Director of GAB.
To introduce SMIRNOFF ICE, the deliciously unpretentious drink that everybody drinks, GAB threw a launch party that demonstrated the brand’s manifesto: a celebration of honest, effortless, good times. Some 400 guests arrived at a chilled out backyard barbecue and was treated with awesome surprises throughout the night. But the party really levelled up, when organisers unveiled an indoor club pulsing to tunes from electropop go-to-guy Darren Ashley and DJ trio Indiego & Co.
“With SMIRNOFF ICE awesome can happen to anyone and anywhere, be it at bars, brunches or barbecues,” said Bruce.
SMIRNOFF ICE is another innovative product in a series of GAB’s innovative roll-outs this year. An extension to the Diageo-owned brand, SMIRNOFF ICE pioneered the ready-to-drink category when it launched in 1996 and continues to sell more than 69.6 billion bottles worldwide annually. It is currently the no. 1 pre-mixed cocktail in USA, Canada and Brazil.
Its Malaysian debut follows the addition of Kirin Ichiban, Japan’s No.1 100% malt, first press beer and Tiger Radler, a variant of Tiger beer which combines the great taste of award-winning Tiger with natural lemon juice for a doubly refreshing experience.
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