Smirnoff Gold launched into UK market

21 August, 2013

Diageo is introducing a liqueur called Smirnoff Gold, which blends Smirnoff No.21 premium vodka with natural cinnamon flavouring and visible flakes of edible 23 carat gold leaf, into the UK market.

The new 70cl bottle retails at £21.95 and will be pushed into the UK market with a £4.5 million through-the-line ad campaign.

Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, said: “Smirnoff is leading the way in innovation within the vodka category and this new premium offering represents a significant opportunity for retailers to grow their vodka sales by encouraging consumers to trade up.”

Diageo formerly distributed Goldschlager, a Swiss cinnamon schnapps liqueur with 24 carat gold flakes suspended in a distinctive bottle, in the UK but this is now part of the Global Brands portfolio.

Diageo handed Goldshlager over in 2008 but has returned with another blinging spirit after a five-year hiatus, although Smirnoff Gold is £2 cheaper and slightly lower in alcohol than Goldshlager, and made with vodka rather than schnapps.

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