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News
New look for Smirnoff
Diageo has announced that packaging for its Smirnoff vodka and Smirnoff Flavours ranges are to be redesigned, as well as releasing a collection of “Perfect Pour Cocktails” for the off-trade.
The new packaging aims to celebrate the brand’s heritage and quality and has already been rolled out over the 70 centilitre and 1.5 litre formats.
The 50cl bottles will be repackaged in late August. A key feature of the new label is the replacement of the old “Spike” graphic with the “Regal Eagle”, a tribute to the product’s position as a high-end vodka.
Amy Mooney, senior brand manager for Smirnoff at Diageo, said: “With this redesign we’re looking to encapsulate the premium, heritage and purity that consumers associate with the Smirnoff brand, as well as providing a contemporary edge to keep the bottle looking fresh for maximum standout on shelf.”
The new cocktail range is comprised of two ready-mixed drinks – a cosmopolitan and a mojito. The range is packaged in silver cocktail shaker-shaped bottles, with green text for the mojito and red for the cosmopolitan.
A six-month test in Ireland, where the product was sold in 600 stores across the country, produced encouraging results with over 50% of people saying they would buy the product again on another occasion.
With the current trend of staying in rather than going out for an evening, the range’s target audience is 25 to 35 year old professional males and females who like to entertain at home but are looking for something special to share with their guests.
Steve Hamilton, director of innovation at Diageo, said: “The introduction of new products is driving total ready-to-serve growth across the off-trade, with 38% of new growth coming from branded cocktails, so there is a genuine opportunity for Smirnoff Cocktails.
“They offer consumers a quick and easy way of recreating their favourite cocktails at home, with all the ingredients included in just one bottle.
“The simple instructions are featured on the bottle directing consumers to ‘shake and serve’. They are cocktails consumers know, from brands they trust and have the quality they would expect.”
Both cocktails are available in 70cl formats and serve six people. RRP £13.99.
Rupert Millar, 07.07.2010