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Product Launch - Diageo's Smirnoff Electric range

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Diageo's Smirnoff Electric range

Diageos Smirnoff Electric range

Diageo's Smirnoff Electric range

Category - Spirits, vodka, 20% to 30% abv (depending on the market)

Available - From this month

Location - On-trade; Australia, Mexico, Canada, Europe, Kenya and Jamaica 

Price - In UK, SRP of GBP2.50 (US$3.87) per shot

Diageo has unveiled a new Smirnoff range in conjunction with a global music collaboration. Smirnoff Electric is for the on-trade only and is available in four flavours - Berry, Apple, Mandarin and Guarana. The bottle is designed using fluorescent colours that activate under black light. Diageo's VP for Smirnoff innovation, Tom Herbst, said Electric is the “first global launch in our new bold range of products”.

The company is collaborating with musicians Kiesza and Djemba Djemba and their song Give It To The Moment, which is launched today alongside the hashtag #WhatWeBring. 

Why don't consumers care about vodka's provenance? Click here to find out.


Sectors: Product launches, Spirits

Companies: Diageo, Smirnoff

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