MUMBAI: Smirnoff Is raising the bar (and a few eyebrows) with the launch of three punchy new flavours — Minty Jamun, Mirchi Mango, and Zesty Lime — tailor-made for the bold, experimental tastes of India’s new-age drinkers.

Now hitting shelves across Karnataka, Uttar Pradesh, Haryana, and Maharashtra, this flavour-forward line-up is part of Smirnoff’s India-first playbook, as it courts the Gen Z and millennial crowd that prefers party nights on rooftops over banquets, and DIY cocktails over bar menus.

“We’re seeing a clear shift in how young Indians approach their favourite spirits — they want global brands to build a stronger local connect that is fresh and premium and yet playful. With Minty Jamun, Mirchi Mango,and Zesty Lime we’re not just offering new flavours, we’re creating moments of discovery that are vibrant, social, and rooted in today’s cultural codes,” said Diageo India (USL) CMO Ruchira Jaitly.

Each variant packs its own punch:

. Minty Jamun: A throwback to schoolyard summers, now with a stylish twist

. Mirchi Mango: A sweet-spicy bombshell, echoing India’s chilli-laced fruit obsession

. Zesty Lime: Bright, breezy and built for easy pours at pre-games and house parties

The launch is wrapped in Smirnoff’s new campaign “Flavour is a Vibe” — a cheeky nudge to embrace taste with spontaneity, style, and a generous splash of self-expression.

With India’s cocktail culture bubbling over and at-home mixology becoming the new norm, Smirnoff’s latest desi detour is likely to find itself clinking glasses at celebrations of every size. Because in 2025, it’s not just about what you’re drinking, it’s how you vibe with it.