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Smirnoff White will be Diageo’s largest vodka launch in travel retail to date |
Diageo Global Travel has announced plans to launch a new super-premium vodka from Smirnoff exclusively in travel retail.
Smirnoff White (41.3%abv), which was previewed on Moodie Live at the IAADFS Duty Free Show of the Americas in Orlando, is freeze filtered at -6°C and passed through modern charcoal filters to deliver “an exceptionally smooth” flavour.
The introduction of Smirnoff White will be Diageo’s largest vodka launch in travel retail to date, the company said. It highlights a commitment to providing ground-breaking products to this sector, in line with the Diageo Global Travel team’s wider premiumisation strategy.
A global roll-out of Smirnoff White in the channel will be supported by numerous high-impact activations.
The striking white bottle of Smirnoff White was designed to reflect the crystalline formations found in the purest arctic ice. The premium bottle will ensure stand-out on shelf, Diageo noted, supported by high impact retail theatre.
Diageo Global Travel and Middle East (GTME), Western Vice President Matthieu Comard 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.”
Diageo Global Travel and Middle East Global Marketing Director Steve White 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 £21.00 (US$35) for one litre.
