Diageo plc Sponsored ADR

The OG of all things flavor and fun tapped Nic Vansteenberghe, Jeremiah Brown and Iris Kendall to serve up a lineup of tropical experiences — from free spray tans to birthday celebrations — all to kick summer off early

NEW YORK, March 25, 2026 /PRNewswire/ -- Smirnoff Ice is turning up the flavor this season. From the brand behind last year's hit Smirnoff Ice Sunny Days comes its boldest drop yet: the Smirnoff Ice Icy Island Variety Pack – delivering an instant vacation for fans ready to trade spring for island time, no travel required.

So instead of just announcing it, Smirnoff Ice got out there. Teaming up with Nic Vansteenberghe, Jeremiah Brown and Iris Kendall, the brand popped up at beach destinations across the country with unexpected moments — turning everyday hangs into full-on Icy Island experiences.

Think surprise DJ sets, impromptu spray tans, birthday celebrations and boat day send-offs — with each stop bringing its own kind of energy:

• Fort Lauderdale, Fla. – Jeremiah Brown kicked things off on island time, meeting beachgoers with Smirnoff Ice Icy Island in hand and setting the tone for the week with a surprise birthday moment for Nic
  
  
  
  
• South Padre Island, Texas – Iris Kendall brought the glow, treating beachgoers to impromptu free spray tans while serving up Smirnoff Ice Icy Island along the way
  
  
  
  
• Panama City Beach, Fla. – Nic Vansteenberghe kept things going with a Smirnoff Ice beach bar takeover, stepping behind the booth for a DJ set before celebrating his birthday and heading out with some familiar faces on the water

"That was easily one of the best ways I could've spent my birthday,"  said Nic Vansteenberghe. "Good people, good energy and of course, good drinks — can't really ask for more."

A VACATION IN EVERY SIP

The Smirnoff Ice Icy Island Variety Pack is the must-try new sip of the summer, featuring four vibrant flavors inspired by sun-soaked escapes:

• Paradise Punch – A vibrant blend of cherry and creamy orange, bursting with zesty lime flavors
• Tropical Tiki – A flavorful blast of pineapple and mango, balanced by tasty citrus notes
• Strawberry Sunset – Sweet strawberry flavor with a smooth, sun-kissed finish
• Watermelon Wave – Crisp, juicy watermelon flavor with bright tropical notes

"We're bringing a taste of the tropics to wherever fans are this summer," said Fergus McCarthy, Director of Smirnoff Ice. "From beach hangs and boat days to kicking back with friends at home, Icy Island captures the vacation vibes we all crave."

SMIRNOFF ICE ICY ISLAND FAQS

What is the Smirnoff Ice Icy Island Variety Pack?

The Smirnoff Ice Icy Island Variety Pack is the must-try new launch of the summer. Inspired by sun-soaked escapes, the variety pack features four vibrant flavors: Paradise Punch, Tropical Tiki, Strawberry Sunset and Watermelon Wave.

What is the ABV of Smirnoff Ice Icy Island?

Smirnoff Ice Icy Island has an alcohol by volume (ABV) of 4.5%, delivering the crisp taste fans expect from Smirnoff Ice, now with a tropical twist.

Where can I buy the Smirnoff Ice Icy Island Variety Pack?

The Smirnoff Ice Icy Island Variety Pack is available at retailers nationwide where Smirnoff Ice products are sold. Check your local store or use our product locator to find Smirnoff Ice Icy Island near you.

How much does the Smirnoff Ice Icy Island Variety Pack cost?

Smirnoff Ice Icy Island Variety Pack is available now in 12-packs of 12oz cans with a suggested retail price of $17.99.

What kind of alcohol is in Smirnoff Ice Icy Island?

Icy Island is a flavored malt beverage (FMB). It is brewed and flavored to deliver fruit-forward taste in a convenient ready-to-drink format.

What can fans do to stay in the know?

Track where we're pouring next at @SmirnoffUSA on Instagram.

No matter how you choose to enjoy the delicious island-inspired sips this summer, please remember to always drink responsibly.

About SMIRNOFF

Smirnoff has been giving the people what they want since 1864, revolutionizing drinking culture across generations: from inventing the Mule and reimagining the vodka martini to creating a cultural mainstay that defines the flavored malt beverage category with the launch of Smirnoff Ice, known for flavors since 1999.

Because the brand is dedicated to the people and their evolving taste preferences, Smirnoff has an option for everyone along with a dedicated history of adding fun to any occasion while keeping diversity and inclusion at the forefront. Truly showing the power of socializing when everyone (21+) is invited to celebrate.

The Smirnoff portfolio offers a variety of options for adults across vodka and flavored malt beverages. Current offerings include foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of flavors in North America and ready-to-serve flavored malt beverages including Smirnoff Seltzer and Smirnoff Ice Smash. From culturally relevant limited editions to new innovations and zero sugar offerings, Smirnoff has always been known for quality and affordability, and prides itself on giving the people what they want.

About Diageo North America

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

MEDIA CONTACTS:

Nicole Anastasi

DIAGEO

nicole.anastasi@diageo.com

TAYLOR

Smirnoff@taylorstrategy.com

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SOURCE Smirnoff Ice

The iconic brand introduces an unexpected collision of cinnamon fire and icy mint — unleashing ice-cold heat for fans

Key Takeaways:

• Rumple Minze launches its first innovation in years with Rumple Minze Cinnamint Whiskey — a 100-proof flavored whiskey combining blazing cinnamon heat with the brand's signature icy peppermint chill.
• Inspired by the growing popularity of "fire and ice" shots in bars, Cinnamint captures that electric contrast in a single bottle — delivering the unhinged flavor intensity fans love without the need to mix.
• A longtime bartender favorite, Rumple Minze expands its lineup while staying true to the bold, high-proof shot experience that has made it a staple behind the bar for decades.

NEW YORK, March 23, 2026 /PRNewswire/ -- Rumple Minze, the cult-favorite peppermint schnapps known for its unmistakable chill and 100-proof intensity, expands its portfolio for the first time in years with the debut of Rumple Minze Cinnamint Whiskey — a fusion of fiery cinnamon and signature icy mint designed to disrupt the shot choices that have long gone unchallenged.

For years, shots have been defined by the same predictable defaults — familiar flavored standbys ordered quickly at checkout counters or shouted across crowded bars. Rumple Minze, a fixture behind the bar with deep-rooted love among bartenders, has long been the pour when the moment calls for something colder, bolder, and just a little bit mischievous. Rumple Minze Cinnamint Whiskey builds on that reputation and bottles the magic of a popular bar call— the "fire and ice" shot — into a single, unapologetically bracing pour.

This latest expression sharpens the brand's identity while growing its range. With Cinnamint Whiskey, a new duality comes into focus — familiar warmth meets bracing cool; nostalgia meets something entirely new. Blazing cinnamon leads, an icy mint chill follows, and a caramel-rounded whiskey core ties it together, delivering layered heat balanced by a cooling snap.

"Rumple has always had a strong presence in social occasions," said Olivia Kupfer, U.S. Business Director, Rumple Minze. "It's a brand people recognize instantly and associate with bold flavor and character. With Cinnamint Whiskey, we're simply giving them another way to enjoy Rumple — the same audacious personality with the heat turned up."

The release arrives at a time when legacy brands are being rediscovered by a new generation of legal drinking age consumers, with Rumple Minze finding fresh relevance in today's occasion-driven drinking culture. Rumple Minze never went away — and for those who know it, the brand's 80s-inspired, gothic aesthetic has always been part of its appeal. The brand's frenzied fanbase who have already found Cinnamint Whiskey in the wild are flooding social media with fan lore, inside jokes, trade humor and the kind of unhinged excitement only Rumple Minze fans can deliver."

Rumple Minze Cinnamint Whiskey will roll out nationally beginning March 2026 in 750mL at a suggested retail price of $19.99, along with 375mL, 50mL and 1L formats. The launch marks the next step as the brand asserts its place in the moments that define the night.

For more information, follow along @DrinkRumpleMinze on Instagram. Rumple Minze reminds everyone to sip responsibly.

ABOUT RUMPLE MINZE

Rumple Minze is an authentic German-style peppermint schnapps known for its unmistakable minty flavor and signature 100-proof intensity. A longtime favorite in bars and social gatherings, Rumple Minze is best served as a chilled shot by itself, with a beer, or in a mug of hot chocolate — delivering a bold, bracing experience that has made it a staple wherever friends come together. Building on this legacy, the brand recently expanded its portfolio with Rumple Minze Cinnamint Whiskey, a 100-proof innovation that unleashes ice-cold heat — blazing cinnamon, an icy mint chill, and a sweet, caramel-rounded whiskey core. Bold fire. Cool rush. Shockingly smooth.

Please drink Rumple Minze responsibly. RUMPLE MINZE. Peppermint Schnapps. 50% Alc/Vol. RUMPLE MINZE CINNAMINT WHISKEY. Whiskey With Cinnamon, Peppermint, And Other Natural Flavor. 50% Alc/Vol. Diageo, New York, NY.

ABOUT DIAGEO NORTH AMERICA

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practices. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

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SOURCE DIAGEO