Diageo has launched a super premium version of its Smirnoff vodka through Reserve Brands Group, its luxury brands division.

The brand, called Smirnoff Penka is a hand-crafted luxury vodka and has been developed following extensive research. London is the first city where the brand wil lbe available.

The launch of Smirnoff Penka will be supported by a marketing campaign. The campaign will focus on the message of 'A Cut Above' to communicate the brand's luxury positioning.

Steve Wilson, head of Reserve Brands Group, Diageo plc said: "We believe that Smirnoff Penka is arguably one of the 'best of the best' vodkas to have been created and made available to luxury spirit drinkers throughout Great Britain. Its superior balance of character, taste and flavour can only be achieved when you set out with a mission to create a luxury spirit that marries a great heritage with innovation."

Smirnoff Penka is the fifth brand to be launched in the UK under the Reserve Brands Group, the luxury drinks division of Diageo Plc that was set up in 2002 specifically to innovate and renovate brands for the more discerning consumer.