New year, new look for Smirnoff Black

25 January, 2008

Diageo is giving Smirnoff Black vodka a makeover and increased marketing support in 2008.

The premium vodka, which is made in the UK using traditional methods of small batch, copper-pot distillation, will be rolled out in a new-look bottle in February.

The revamp has been designed to reinforce the "quality, authenticity and heritage" of the brand, with references to

"small batch " being made more prominent on the bottle, according to Diageo.

Other new features include a metal cap, a gold eagle crest

underneath the Smirnoff banner, and the word

"black ", which isn't included on the current label.

Brand manager Hugh Pile said: "This new design, with its regal, yet sleek, contemporary look, further reinforces the brand's quality and premium cues, increases visual impact and should ensure even greater appeal to the target audience of 25 to 35-year-old men."

Diageo will be doubling its above-the-line investment in the brand throughout the first half of 2008, with the print ad Fat Glass appearing across national and style press from February to July.

Bookmark this

Site Search


Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know