The brand has enhanced and redesigned its entire portfolio packaging, including the iconic Smirnoff No 21 Vodka bottle.
Its redesign can be seen across all Smirnoff Vodka variants, including Smirnoff Raspberry Vodka, Smirnoff 100 Proof Vodka, Smirnoff Espresso Vodka and Smirnoff Small Batch Black Vodka.
Bold visuals and the return of the iconic Smirnoff shield feature prominently across all new packaging, ensuring the bottle stands out behind the bar.
The Diageo Drinks Report 2019 reveals a growing trend for consumers seeking intriguing brand stories and this is demonstrated by an emphasis on the brand’s history, with Smirnoff’s Recipe No 21 and 'continuing traditions since 1864' brought to the forefront of the label.
Listen to our MA Drinks podcast where experts discuss how alcohol trends have changed in the past 10 years, as well as what the future could hold for booze.
Oliver Clements, brand manager at Smirnoff Europe, spoke of his enthusiasm for the new design.
“We are proud to introduce a new packaging design for the brand, striking a balance between classic and contemporary," he said.
"The redesign heroes the extraordinary heritage the brand is famous for, with the reintroduction of the Smirnoff shield and the new label highlighting the traditions behind the world’s number one vodka.
"We believe the new design delivers an unmissable standout presence behind the bar, allowing licensees to take advantage of the popularity and strength of the well-established Smirnoff name.”
The new bottle is being rolled out worldwide across Smirnoff No 21 Vodka, allowing licensees to stock up in time for summer.