SMIRNOFF PACKAGING IS REVAMPED
Diageo GB is introducing a new packaging redesign across its SMIRNOFF® No. 21™ vodka and Smirnoff Flavours range.
The re-design hopes to celebrate the brand’s heritage, authenticity and premium quality credentials.
Now on shelves on 70cl and 1.5 litre bottle sizes, and from late August on the 50cl size, the re-vamped design increases the quality of the packaging by integrating contemporary image with heritage cues, such as specially created medallions that honour the brand’s history.
The bottle now displays signatures of Smirnoff and historical producer Ste Pierre Smirnoff Fls alongside the featured crown and traditional copy which acknowledge Smirnoff’s history.
A more detailed glass embossing aims to reflect the high quality standards of the brand and the product inside which is triple distilled and ten times filtered for a clean, classic, pure vodka.
The new, what Smirnoff is calling ‘more sophisticated’ brand icon, the “Regal Eagle”, has replaced the old “Spike” graphic and is featured on the pack.
Amy Mooney, Senior Brand Manager for Smirnoff at Diageo GB, commented:
“With this redesign we’re looking to encapsulate the premium, heritage and purity cues 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.
Although the packaging has changed, the liquid within remains the same premium offering that is recognised as the world’s number one vodka and won Double Gold at the San Francisco World Spirits Competition in 2009.”
The new packaging has been implemented accorss Smirnoff No. 21 and Smirnoff Flavours, both on bottle and on outer packaging, but there will be no changes to the barcodes or footprints of the product.
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