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Diageo to launch Smirnoff White in duty-free

Smirnoff White is a new super premium variant of Smirnoff vodka that will soon be available exclusively in travel retail. Freeze filtered at -6°C and passed through modern charcoal filters, Smirnoff White is claimed to signify “a true revolution in Smirnoff’s distillation process, designed to deliver an exceptionally smooth flavour”.

The introduction of the Smirnoff brand variant will be Diageo’s largest vodka launch in travel retail to date, highlighting a commitment to providing ground-breaking products to this sector, in line with the Diageo global travel team’s wider premiumisation strategy. A global rollout of Smirnoff White in the channel will be supported by numerous high-impact activations.

The striking, crisp white bottle of reflects the crystalline formations found in arctic ice and highlights the vodka’s quality credentials. The premium bottle also has on-shelf impact to capture the attention and imagination of travellers worldwide.

Matthieu Comard, VP Diageo global travel and Middle East (GTME), western, 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.”

Steve White, Global marketing director of Diageo GTME, 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 41.3%abv will be available in travel retail outlets worldwide from July 2014 at a recommended retail price of £20.00 for 1 litre.

17 March 2014 - Felicity Murray The Drinks Report, editor