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Diageo's Smirnoff White

Category - Spirits, vodka

Available - From July

Location - Global, exclusively in Travel Retail channel

Price - RRP of GBP20 (US$33) per 1-litre bottle

Distribution - Diageo

Diageo is set to release a Travel Retail-exclusive “super-premium” extension of its Smirnoff vodka brand. Smirnoff White is freeze filtered at -6°C and passed through charcoal filters. The launch marks the company's largest vodka launch in the Travel Retail channel.

The launch will be backed by “numerous high-impact activations”, the company said.

Show the press release

SMIRNOFF, the world’s leading premium vodka, today announced a pioneering new vodka variant - SMIRNOFF WHITE - a super-premium vodka that will soon be available exclusively to travellers. Freeze filtered at -6°C and passed through modern charcoal filters, SMIRNOFF WHITE signifies a true revolution in SMIRNOFF’S distillation process, designed to deliver an exceptionally smooth flavour.

The introduction of SMIRNOFF WHITE will be Diageo’s largest vodka launch in travel retail to date, highlighting a commitment to providing ground-breaking products to this sector, in line with the Diageo Global Travel team’s wider premiumisation strategy. A global rollout of SMIRNOFF WHITE in the channel will be supported by numerous high-impact activations.

The striking, crisp white bottle of SMIRNOFF WHITE reflects the crystalline formations found in the purest arctic ice and highlights the quality credentials which are the hallmarks of this new vodka. The premium bottle will ensure stand-out on shelf and high impact retail theatre will capture the attention and imagination of travellers worldwide.

SMIRNOFF has continuously adapted and evolved, kick-starting a cocktail revolution in the 1950s, as a result, aficionados have included Hollywood icons. It is inspired by the innovative nature and inventive spirit of Vladimir Smirnoff and his quest for perfection. Neither the nationalisation of his successful vodka business nor a revolution 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.

Matthieu Comard, Vice President Diageo Global Travel and Middle East (GTME), Western, said: “Global travellers deserve unique and bespoke options to augment their journeys and define them as travellers. SMIRNOFF WHITE does just that. Building on the innovative principles of Vladimir Smirnoff, it sets a new benchmark in the quality standard of super-premium vodka and will create a new centre of gravity for SMIRNOFF in travel retail. The launch of SMIRNOFF WHITE will raise the bar in the white spirits category in terms of the product, its presentation and the scale and quality of activation.”

Steve White, Global Marketing Director of Diageo Global Travel and Middle East, said: “SMIRNOFF WHITE is an innovation that demonstrates our relentless focus on differentiation and premiumisation. It is a major investment by Diageo in the White Spirits category and will be supported by bold executions at scale across key travel retail locations globally.”

SMIRNOFF WHITE will be available in travel retail outlets worldwide from July 2014 at a recommended retail price of £20.00 for 1 litre.

Original source: Company Release