Smirnoff sports a new look and lists cocktails

09 July, 2010

Diageo is rolling out nationally a range of ready-to-serve cocktails trialled in the Irish market last year.

The Smirnoff Mojito and Cosmpolitan products have already been listed by leading UK multiples this year, ahead of the full launch.

A Caipiroska version will be added to the original products in August, initially in Tesco. The cocktails, with an abv of 12.5%, are sold in 70cl bottles (rrp £13.99).

The main Smirnoff brand has been given updated packaging to reflect its heritage and quality credentials, says brand owner Diageo.

The 70cl and 1.5-litre bottles are rolling out now, with 50cl packs to follow in late August.

The new pack features copy on the history of Smirnoff, detailed glass embossing to reflect the high production values of the brand, and a regal eagle logo which replaces the old spike graphic.

Amy Mooney, senior brand manager for Smirnoff at Diageo GB, said: “We’re looking to encapsulate the premium, heritage and purity cues that consumers associate with the Smiroff brand, as well as providing a contemporary edge for maximum standout on shelf.”?The new look will appear on Smirnoff flavours, too, but barcodes and footprints remain unchanged.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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