“Smirnoff ICE is out to prove its iconic status only gets stronger with time,” Noah stated. “Before there was seltzer there was Smirnoff ICE and this classic has never looked better with the same great flavor.”

But a fresh new look is just the beginning. Smirnoff ICE will take center stage this summer, throwing it back to the late ’90s, early 2000s with a celebration of old and new with the energy of an era that continues to have a lasting impact on modern culture, the company says. 

Beginning in May, Smirnoff ICE Relaunch Tour will kick-off in New York City before hitting the road and cities across the country. All summer long, Smirnoff ICE will surprise fans with new experiences and performances by the most epic music artists. 

Through its partnership with Live Nation, Smirnoff ICE will be the official flavored malt beverage partner across 39 amphitheaters and seven iconic festivals. 

“More than two decades ago, Smirnoff ICE made history as one of the first flavored malt beverages and has been challenging the status quo ever since,” said Lisa Lee, Smirnoff ICE brand director, in a statement. “Now, 23 years later, we look better than ever with the same great taste people know and love. Add the excitement of new partnerships with Live Nation, Warner Music Experience and Billboard to engage to engage our fans like never before, and we’ve got a lot to celebrate.”

Smirnoff ICE is also teaming up with online apparel powerhouses known for flipping streetwear on its head, to release a limited run of Y2K-inspired merchandise.