In a category known for shouting, the team had to create a premium design that stood out on shelf. The design also needed to communicate the cleaner and smoother taste profile, which maintained the boldness in flavor that consumers associate with high ABV PABs.

The final design stands out as more mature, current, edgy, and authentically masculine - with a quiet, reserved confidence. The tactile finish on the type and the bold colors of red, green, and yellow on sleek black cans caters to and resonates with adult males looking for bolder and more flavorful alternatives to beer.

Smirnoff Ice Black has seen strong performance in key US cities.