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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

Is digitally-printed packaging now the best option for CPG companies? Has the COVID-19 pandemic accelerated the adoption of digital printing by consumer brand owners?

Our short survey aims to find out.

Click here to complete the survey and be among the first to see the results.

How to win in vodka in the US – A history lesson – Click here for a just-drinks comment