Product Launch - TRAVEL RETAIL: Diageo's Smirnoff White
Diageo's Smirnoff White
Diageo's Smirnoff White
Category - Spirits, vodka, 41.3% abv
Available - From last week
Location - World-wide, Travel Retail
Price - SRP of GBP21 (US$35) per bottle
Diageo has launched a Smirnoff vodka extension that is designed to be served neat straight from the freezer.
Smirnoff White, which is only available in Travel Retail, rolled out “across the globe” from last week, Diageo said on Friday (6 June). The liquid has been freeze filtered at minus six degrees Celsius to give it a smoother taste, the company said.
The new extension will be supported by pop up sampling bars in selected airports.
Smirnoff took second spot in the latest Power 100 list, announced last week. The list, topped this year by Johnnie Walker, assesses the financial contribution of brands alongside their strength according to consumers.
Smirnoff® Launches Pioneering New Vodka Exclusively for Travellers: Smirnoff White(TM)
MIAMI, June 6, 2014 /PRNewswire/ --
Freeze filtered at -6degree(s)C for an exceptionally smooth taste
SMIRNOFF(R), the world's leading premium vodka, today announced a pioneering new
super-premium vodka - SMIRNOFF WHITE(TM) - available exclusively for travellers.
The liquid has been freeze filtered at -6degree(s)C which results in an exceptionally
smooth taste. Freeze filtration signifies a continuing revolution in SMIRNOFF'S
distillation process - vodka is chilled to below freezing point and passed through
state-of-the-art charcoal filters resulting in an exceptionally smooth vodka.
SMIRNOFF WHITE is inspired by the innovative nature and inventive spirit of founding
father, Vladimir Smirnoff, who was determined to shake up the world of vodka in his quest
for perfection. Neither the nationalisation of his successful vodka business nor a
revolution that forced him and his family to leave Russia made him waiver in his
commitment to innovation. He rebuilt his business founded on pioneering principles which,
today, have inspired the brand and the creation of SMIRNOFF WHITE.
SMIRNOFF has continuously adapted and evolved, kick-starting a cocktail revolution in
the 1950s, as a result, aficionados have included Hollywood icons.
Global travellers should look out for special SMIRNOFF WHITE pop-ups in airports
around the globe where they can sample the sensationally smooth vodka and purchase a
bottle to take home. The striking, crisp white bottle of SMIRNOFF WHITE reflects the
crystalline formations found in the purest arctic ice and highlights the distinctive
quality of this new vodka. A clear cut-glass base transforms into a smooth, white finish
towards the neck of the bottle where the SMIRNOFF WHITE logo appears, as if etched into a
block of solid ice.
Steve White, Global Marketing Director of Diageo Global Travel and Middle East (GTME),
said: "SMIRNOFF WHITE is a truly exciting vodka which reflects the pioneering spirit of
Vladimir Smirnoff. The innovative freeze filtration process guarantees an exceptionally
smooth taste which will appeal to travellers the world over.
Original source: Company Release
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