Diageo unveils new look for Smirnoff range

Nicole Mezzasalma

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

Liquor 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.”