Diageo unveils new look for Smirnoff range

Nicole Mezzasalma

27-Aug-2010

The company hopes the new Smirnoff packaging will help to drive growth in the vodka category in duty-free and travel-retail

Smirnoff vodka new bottleLiquor supplier Diageo Global Travel and Middle East (GTME) has launched a new packaging for Smirnoff vodka and its flavoured variants. The updated design features specially-created medallions that pay homage to the brand’s history and prominent signatures of the vodka and historical producer Ste Pierre Smirnoff Fls.

A new brand icon, dubbed Regal Eagle, has been added in place of the previous Spike graphic, and a more refined typography and glass embossing reflect the quality standards of the brand, according to the company.

Diageo GTME marketing manager (white spirits, liqueurs and rums) Caroline Lyons said: “The re-design stylishly expresses the premium, heritage and purity signals that consumers associate with the Smirnoff brand and gives it a more premium resonance in its appearance. We have fully maintained and respected Smirnoff vodka’s unique heritage while supplementing this with a more contemporary edge to keep the bottle looking fresh for maximum standout on shelf.”

“Vodka is the second-largest category in liquor in the travel-retail channel after whiskey and is also the second-fastest growing category,” she added. “Diageo is determined to drive growth in the category.”

 

Bookmark This Article

Delicious    Digg    StumbleUpon    Facebook

Your Comments On This Article

Name:
Email:
- Not displayed on website
Comments:
Please note:
Only alpha-numeric characters allowed for comments
Security Image:
Please enter image text in the security code field
Security Code:
 

Related Stories

Articles bearing the symbol  require subscription.

(25-Oct-2011) - The Smirnoff vodka shop-in-shop at Tenerife Sur airport showcases the full range of flavours and the Smirnoff Night Life Exchange programme
(2-Oct-2003) - By Joe BatesDiageo has announced the re-launch of Smirnoff, duty-free?s biggest-selling premium vodka.
(15-Sep-2011) - The luxury vodka is available in three mixes at Delhi Indira Gandhi airport terminal three
(13-Mar-2014) - Smirnoff White will be available in travel-retail outlets worldwide from July 2014
(11-May-2011) - The coffee-flavoured vodka was launched as travel-retail exclusive at 46 airports after inaugural Bangkok promotion