# Summer Occasion Mixed Drinks The Smirnoff Crush Blueberry & Pomegranate is Rolling out for Summer By Michael Hemsworth | Published 2026-06-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/smirnoff-crush-blueberry-pomegranate References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/smirnoff-crush-unveils-new-blueberry-pomegranate-flavour-exclusive-to-convenience-10-06-2026/) & [smirnoff](https://www.smirnoff.com/)  [Smirnoff Crush Blueberry & Pomegranate](https://www.trendhunter.com/trends/smirnoff-raspberry-crush-vodka) has been added to the brand's product portfolio as a [refreshing mixed drink](https://www.trendhunter.com/trends/sparkling-vodka-drink) with its sights set on the summer season to offer consumers an easy way to celebrate with friends. The drink comes in with a 6% ABV and boasts its namesake blueberry and pomegranate flavors to work well for casual sipping straight from the can or poured over ice. The drink comes in 440ml cans priced at £2.99 and is being launched as an exclusive for the independent convenience retail sector in the UK before receiving a wider release in September. The drink is geared towards music festivals and social occasions. Head of Marketing, Ready-to-Drink, at [Diageo](https://www.trendhunter.com/trends/smirnoff-smash-vodka-soda) Sara Griffiths spoke on the Smirnoff Crush Blueberry & Pomegranate saying, "The launch of Smirnoff Crush Blueberry & Pomegranate gives independent retailers a fresh opportunity to drive excitement in-store, tap into growing demand for berry flavours and offer shoppers an exclusive new product.” ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 69% | Activity: 70% | Freshness: 77% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Seasonal RTD Cocktails:** Limited warm-weather canned cocktails create room for data-led flavor drops, event-timed packaging, and occasion-based retail merchandising that can compress product launch cycles. - **Berry Flavor Momentum:** Rising demand for blueberry, pomegranate, and other fruit-forward profiles signals potential for premiumized RTD beverages that blend familiar sweetness with functional, low-sugar, or botanical cues. - **Convenience-first Exclusives:** Independent retailer exclusives are becoming test beds for beverage innovation, giving brands a controlled channel for measuring demand before broader national distribution. ### Sectors Adopting This - **Alcoholic Beverages:** Ready-to-drink formats are reshaping the spirits market as canned mixed drinks lower preparation barriers and reposition established alcohol brands for casual social occasions. - **Convenience Retail:** Exclusive product launches in neighborhood retail settings strengthen the role of convenience stores as discovery channels for seasonal beverages and impulse-driven premium purchases. - **Music Festivals:** Portable canned cocktails align with festival consumption needs, where durable packaging, quick service, and shareable flavor branding support new sponsorship and on-site retail models. ## Related on Trend Hunter - [Playful Summer Drink Giveaways](https://www.trendhunter.com/trends/smirnoff-ice-sunny-days.md) - [Upgraded Ready-To-Drink Cocktails](https://www.trendhunter.com/trends/holla-spirits1.md) - [Celebratory Summertime Soft Drinks](https://www.trendhunter.com/trends/ribena-summer-fruits.md) - [Sparkling Social Beverages](https://www.trendhunter.com/trends/pomegranate-spark.md) - [Easy-to-Sip Canned Cocktails](https://www.trendhunter.com/trends/smirnoff-crush.md) - [Functional Fruit-Forward Hydration Drinks](https://www.trendhunter.com/trends/aqua-libra-blueberry-pomegranate.md) - [Tart-Sweet Seasonal Spritzes](https://www.trendhunter.com/trends/q-cranberry-pomegranate-spritz.md) - [Tropical Blended White Wines](https://www.trendhunter.com/trends/jam-shed-tropical-crush.md) - [Tropical-Inspired Variety Packs](https://www.trendhunter.com/trends/icy-island.md)