Smirnoff launches 10cl bottle

03 February, 2011

Diageo GB has launched a 10cl bottle of Smirnoff for wholesalers and the convenience sector.

The bottle will sit alongside its current 20cl, 35cl, 50cl, 70cl and 1-litre SKUs.

The company said vodka is the biggest category in fractionals, with a 53% share of the market, and that sales of 50cl and smaller bottles are growing at 4.4%.

The 10cl bottle will be the same design as the 70cl and will retail for £2.89.

Senior brand manager Sarah Gilbert said: “Following the successful launch of a 50cl size for Smirnoff, we are excited to introduce the new 10cl size, to offer consumers an even greater range of options and price points, so that they can choose the size that best suits their needs for different occasions.

“With more and more consumers enjoying nights in with family and friends, and a trend emerging for consumers to make more frequent purchases of smaller pack sizes due to economic concerns, we expect the product to perform well among the brand’s loyal customers who seek the quality and convenience that this new Smirnoff size offers.”

Diageo added that its Reserve Brands whisky fractionals are also growing sales, with 20cl bottles of Talisker notably growing at 276% over the past year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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