Positive impactCompany
Diageo India looks to Gen Z as it taps growing RTD market with Smirnoff ICE
BusinessLine 9 hrs ago·8 Oct 2026, 5:28 pm
Diageo India announced the launch of Smirnoff ICE, a ready‑to‑drink flavored spirit aimed at younger consumers, especially Gen Z, as the company seeks to capture the fast‑growing RTD segment in India.
The move aligns with broader trends of flavour‑forward drinks and premiumisation, which are reshaping alcohol consumption patterns both locally and globally. For investors, a successful entry could boost Diageo’s volume growth and margins, while also intensifying competition among multinational and domestic players in the RTD space.
Going forward, market watchers will monitor early sales data, distribution rollout, pricing strategy, and any regulatory changes affecting RTD products, as these factors will shape the brand’s traction and overall impact on the sector.
Key takeaways
- Category: Company.
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