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.

Bookmark this

Site Search


Hofmeister may need more than the bear essentials to succeed

So, George The Bear is back. It’s hard for some of us oldies to fathom, but there are those under, say, 40 who can’t actually remember Hofmeister and feel the cultural jolt supplied by the return of both the bear and the beer whose marketing campaigns it used to front.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know