The drinks giant
celebrates the launch of two pioneering products – both exclusive to the travel
retail channel. One of them contains real gold flakes.
Diageo-owned vodka brand Smirnoff has launched Smirnoff Gold
Apple, a new liqueur which combines Smirnoff No.21 premium vodka with an apple
flavour and edible 23ct gold. The company says there is “truly gold in every drop”, as the
delicate gold flakes remain speckled and suspended throughout the liquid.
The product will be launched exclusively in travel retail
outlets worldwide for a limited time only from now until September 2014, before
it is introduced to domestic markets.
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| Smirnoff Gold Apple liqueur contains 23ct gold flakes |
Smirnoff Gold Apple (37.5%abv) uses a natural gum that
adapts when shaken or stirred, slightly thickening to form a resting liquid in
order to keep the gold flakes suspended. This ingredient means that liquid
consistency when pouring and drinking remains smooth.
The striking bottle features a golden apple which reflects
the sweet fruit flavour of the liqueur. A golden, Baroque-style pattern
surrounds the apple, reflecting the inspiration behind the drink: the orchards
of European palaces during the decadent French Renaissance era. The clear
bottle shows the even distribution of the gold flakes, adding a hint of luxury.
Steve White, global marketing director of Diageo Global
Travel and Middle East, said: “White spirits is a key growth area in travel
retail where we can deliver more value for Diageo and for our retail partners.
Flavour differentiation is increasingly important to us in unlocking new growth
opportunities.
“With discerning consumers in the channel seeking out
exciting new flavour experiences, we are launching Smirnoff Gold Apple as a
travel retail exclusive for six months before it is introduced to domestic
markets. It offers a great proposition for travellers – an exclusive offering
from the world’s number one premium vodka. We are confident shoppers will love
the flavour and the magic of the gold flakes and will see it as a fitting
celebratory drink or an ideal gift for friends.”
Smirnoff Gold Apple can be served straight over ice or as a
shot and retails at £26.00 for a one-litre bottle.
New Smirnoff White
super-premium vodka
In other launch news, Smirnoff is set to introduce a
pioneering new vodka - Smirnoff White - a super-premium vodka that will
soon be available exclusively to travellers. Freeze filtered at -6°C and passed
through modern charcoal filters, Smirnoff White signifies a “true revolution”
in Smirnoff’s distillation process, designed to deliver a smooth flavour, the company says.
Smirnoff White (41.3%abv) will be Diageo’s largest vodka launch in travel
retail to date, highlighting a commitment to providing ground-breaking products
to this sector. A global roll-out in the channel from July will be supported by high-impact promotions.
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| Smirnoff White super-premium vodka |
Matthieu Comard, vice president of Diageo Global Travel and
Middle East, 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 Global
Travel and Middle East, 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 will retail at £21.00 for a one-litre bottle.
