Diageo has unveiled plans to update the image of its Smirnoff Black vodka brand across the UK next month.

The company said yesterday (10 January) that the bottle will be given a "regal gold eagle crest overlain with the black Smirnoff banner", and include references to 'Small Batch' and feature the additional word 'Black' upon its label.

Diageo GB Smirnoff Black brand manager Hugh Pile said: "This new design, with its regal yet sleek contemporary look, further reinforces the brand's quality and premium cues, increases visual impact and should ensure even greater appeal to the target audience of 25- to 35-year-old men."

Throughout the first half of this year, to support the launch of the revised bottle, Diageo has said it plans to double its above-the-line investment in its Smirnoff Black vodka brand. 

Between February and July, the Smirnoff Black print advertisement 'Fat Glass' will be launched across specialist national and style press, the company said.

Smirnoff Black retails in the UK off-trade at GBP15.99 (US$31.32).