« Eight Million Dollar Auction Records Broken At Sutheby’s This Last Weekend | Main | The Next Hot Varietals On The Restaurant Front »
May 22, 2006
Smirnoff Black Gets New look
Diageo has unveiled a new style bottle for its Smirnoff Black No. 55 vodka.
The newly-designed bottle will give target consumers - men aged 25 to 35-years-old - an increased perception of quality, reinforcing the vodka’s distinctive distillation method and rare character, Diageo said today (May 22, 2006).
“The relaunch of Smirnoff Black offers retailers a strong opportunity to capitalize on the rise of premium vodka, which is currently growing at a twice the rate of mainstream vodka in the UK off-trade,” said Philip Almond, Diageo Great Britain’s European brand director for Smirnoff.
“Smirnoff Black has developed a loyal consumer base since its launch in Great Britain in 1997. The stylish new packaging, which looks more masculine and has increased quality cues, will further resonate with its target audience, as well as having a greater visual impact on-shelf. The new bottle also offers retailers increased profitability, with amended and more competitive wholesale pricing.”
The relaunch will be supported by national print advertising and a PR program, the company noted. Smirnoff Black will also benefit from the GBP15m (US$28.1m) being invested by Diageo to promote Smirnoff in the UK this year.
Source: “New look for Smirnoff Black in UK,” just-drinks.com editorial, May 22, 2006
Posted by fortna at May 22, 2006 11:23 AM
Trackback Pings
TrackBack URL for this entry:
http://www.avenuevine.com/movabletype/mt-tb.cgi/1306