1 Smirnoff

05 September, 2008

Value

growth Aug 08 v Aug 07: +16%

Key date in history: 1941 - the Cock & Bull bar in LA invents the Moscow Mule to clear out stocks of the slow-selling brand, unwittingly fashioning its future as a mixable spirit

Famous friends:

James Bond drank the brand in many films, including 2006's Casino Royale

Strengths: Robust marketing; iconic packaging

Challenges: Increasingly crowded

product category; complacency

The year gone: A new ad campaign and a renewed interest in flavours

The year ahead: Bracing itself for the

Absolut challenge




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The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

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