By Annette Shailer

Diageo Australia has rolled out new packaging for Smirnoff No. 21 and Smirnoff Flavours.

As part of a global revision of the Smirnoff brand design, the new packaging design combines modern iconography with heritage cues honouring the brand’s history.

Included are prominent signatures of Smirnoff and historical producer Ste Pierre Smirnoff Fls and a more refined typography and detailed glass embossing.

The new and icon, the ‘Regal Eagle’, has replaced the old ‘Spike’ graphic and is prominently featured on the pack.

“In Australia, Smirnoff is the leading vodka brand with 46.9 per cent value share of the vodka category and 46.0 per cent volume share (Neilson MAT to July 2010)," said Smirnoff marketing manager, Diageo Australia, Mary Perebzak.

"The new packaging highlights Smirnoff’s quality and provenance and will bring a fresh focus to the brand," she added.

" Exciting new POS suites have been created to highlight the new look in-store.”


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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