Diageo has lined up a packaging revamp for the spicy tamarind variant of vodka brand Smirnoff in the US targeted at next month’s Día de Muertos (Day of the Dead) celebrations.
Smirnoff Spicy Tamarind, which was released earlier this year in selected US markets following its success in Mexico, will benefit from labelling that glows in the dark under blacklight. The bottle features a ‘calavera’ representation of a skull surrounded by ‘cempasúchiles’ (marigolds) and chiles.
The glow-in-the-dark packaging displays the phrase ‘Solo Y Frio’ (‘alone and cold’) under blacklight when the bottle is at the recommended temperature for consumption.
Diageo said the vodka, which combines sweet tamarind with spicy Mexican chillies and notes of lime, is best consumed as a chilled shot or in a simple cocktail. The 35% abv expression carries an SRP of US$12.99 per 75cl bottle
Día de Muertos is on 2 November.
In Diageo’s fiscal-2020 results, announced in August, Smirnoff’s revenues declined in every region except Latin America & the Caribbean, where the Mexican success of Smirnoff Spicy Tamarind helped make the company the number one player in the region’s vodka category.
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