Smirnoff Ice's first-ever holiday merch collection brings unexpected gifts, multiple Brittanys and plenty of reasons to crack open an Original this season

NEW YORK, Nov. 11, 2026 /PRNewswire/ -- What do a ukulele, a dog toy, slippers and a kayak have in common? Apparently, Brittany Broski and Smirnoff Ice. This holiday season, the duo is delivering gifts nobody saw coming, including a limited-edition ukulele gift box that looks like it's holding an instrument, but opens to reveal a Smirnoff Ice. The ultimate holiday fake-out is just the beginning, with Smirnoff Ice's first-ever holiday merch collection, a chance to win a limited-edition Smirnoff Ice kayak and a new series of holiday spots starring enough versions of Brittany to fill a holiday party.

ONE BRITTANY WAS NEVER GOING TO BE ENOUGH

In a new series of holiday spots set in the fictional town of Smirnoff Falls, Broski searches for the ultimate holiday gift and discovers she's not the only Brittany in town. In one, she goes head-to-head with an impeccably overdressed Brittany over a coveted pair of Smirnoff Ice slippers. In another, she's working the counter at the Smirnoff Falls general store when a parade of Brittanys stop in looking for a bevvy. It doesn't take long for her to realize they all look suspiciously familiar. The result is a holiday world that's absurd, unexpected and unmistakably Brittany.

"The best parties always have that one person who makes things a little more interesting, and we think what you bring should do the same," said Fergus McCarthy, Director of Smirnoff Ice. "That's the spirit behind everything we're doing this holiday, from multiple Brittanys to gifts that aren't quite what they seem. Smirnoff Ice has always been at its best when it brings something unexpected to the party. Because every party needs an Original. Preferably ice cold."

PERHAPS THE MOST MISLEADING GIFT OF THE SEASON? THE SMIRNOFF ICE UKULELE BOX.

Featured throughout the new holiday spots, the limited-edition gift looks suspiciously like someone bought you a musical instrument for Christmas. Open it, however, and you'll find a Smirnoff Ice tucked inside. For the first time, the gift box ships with the bottle included, giving fans 21+ an unexpected way to surprise someone this holiday season. Available now at Shop.Smirnoff.com while supplies last.

SORRY, UKULELE ENTHUSIASTS.

"I got to fight myself over slippers, meet several deeply concerning versions of myself and, most importantly, be bald during the holidays. So obviously this partnership is going extremely well," said Broski. "Smirnoff Ice keeps saying yes to my ideas, which feels irresponsible, but I'm very grateful. If you end up with a ukulele-shaped box under the tree this year, just know things are probably not what they seem."

THE GIFTS NOBODY SAW COMING

And those coveted slippers aren't just for Brittany to fight over. They're part of Smirnoff Ice's first-ever holiday merch collection, a limited-edition lineup designed to deck the halls, the tree, the couch and even the dog bed. Also, available at Shop.Smirnoff.com, the Smirnoff Ice Holiday Collection includes:

• Ukulele Gift Box– $9.99
• Smirnoff Ice Holiday Sweater – $39.99
• Bottle Ornaments – $9.99
• Bottle Dog Toy – $14.99
• Plush Bottle Slippers – $19.99

And for anyone with something slightly bigger on their holiday wish list, Smirnoff Ice is taking gift wrapping to ridiculous new lengths. Fans 21+ can enter for the chance to win a limited-edition Smirnoff Ice kayak, delivered as the ultimate oversized holiday gift box through a seasonal sweepstakes. Because some gifts simply don't belong under the tree.

Fans 21+ can catch the new holiday spots, shop the limited-edition merch collection and learn how to enter the Smirnoff Ice kayak sweepstakes by following @SmirnoffUSA on Instagram.

However you choose to party this holiday season, please remember to always drink responsibly.

About Smirnoff

Smirnoff has been shaping drinking culture since 1864, consistently evolving to meet the moment and the tastes of each new generation. From helping popularize the Mule and redefining the vodka martini to launching Smirnoff Ice in 1999—a product that helped define the flavored malt beverage category—Smirnoff has long been at the forefront of innovation and cultural relevance.

Rooted in inclusivity and a commitment to bringing people together, Smirnoff champions diversity and celebrates the spirit of connection. With a focus on ever-changing consumer preferences, the brand continues to create options that invite everyone 21+ to be part of the occasion.

Today, the Smirnoff portfolio spans a wide range of offerings across vodka and flavored malt beverages. From core staples like Smirnoff No. 21 Vodka and Smirnoff Ice to fan-favorite innovations such as Smirnoff Ice Smash, Shorties, and zero sugar options, the brand balances quality, accessibility, and flavor—always with the goal of making the party more memorable.

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