One of the 1990s favourite RTD brands has relaunched in Australia, with Smirnoff Ice Original Lemon and the new Smirnoff Ice Black Tea & Peach.

To celebrate, Smirnoff is throwing back to the spirit of 1999 with REWIND 1999, a series of nostalgic parties bringing the era to life with throwback music and Y2K-inspired theming.

Glitoris will be on hand throughout the night for glitter makeovers, while YO! MAFIA will take to the stage across NSW and Queensland and Matt Burd will bring the party to Western Australia, alongside supporting DJs.

The REWIND 1999 celebrations will take place across Australia:

• WA: The Court – Thursday 8 October
• NSW: Cargo – Friday 9 October
• QLD: Retros Brisbane – Saturday 10 October

Smirnoff Ice Original Alcoholic Lemon (4.5% ABV) will take the lead, available in a 375mL can or bottle four-pack, featuring the same lemon liquid that made Smirnoff Ice a cultural phenomenon in 1999.

The relaunch follows strong success internationally, with markets including Ireland, Germany, Brazil and the US delivering double-digit growth across their core portfolios following the return of Smirnoff Ice.

Diageo Australia Brand & Category Director Sarah Shimmons said: “Smirnoff Ice is one of the world’s biggest RTD brands and its fresh new relaunch into Australia represents a significant opportunity for retailers and venues looking to attract the next generation of RTD drinkers, whilst re-recruiting the drinks’ original fans from the 90s.

“What makes this relaunch particularly exciting is that we’re combining the power of a globally recognised brand with a proposition and flavour that is highly relevant for today’s consumers, who can’t get enough of 90s nostalgia. From the fresh new look to the super competitive 90s pricing in AVC venues, element has been designed to drive recruitment and growth in the RTD category.”

Diageo takes flavour-first approach

While nostalgia may fuel initial trial, Diageo said liquid credentials will drive repeat purchase. In Diageo Sensory Research 2025, Smirnoff Ice was preferred to the market’s leading lemon-flavoured RTD in blind taste testing, reinforcing the strength of the proposition in an increasingly competitive RTD market.

Alongside the return of Original Lemon, Australia will also welcome Smirnoff Ice Black Tea & Peach, extending the brand into one of the fastest-growing global RTD trends. Made with real tea extract and delivering a peach flavour profile, Smirnoff Ice Black Tea & Peach offers consumers a lighter, flavour-forward drinking experience designed for relaxed daytime social occasions.

The launch taps into growing demand for tea-inspired drinks across the APAC region, which accounted for 46% of the global RTD tea market in 2025.

Smirnoff Ice Original Lemon and Smirnoff Ice Black Tea & Peach have an ABV of 4.5%. They come in 375ml cans, 4-packs and 10 packs, and 300ml bottles. RRP $26 for 4 can pack and $53 for 10 can pack. Available at Dan Murphy’s, BWS, Liquorland, independent retailers and in bars.