Diageo to launch ‘pioneering’ Smirnoff White

Diageo claims to have created a “pioneering new vodka variant” with new Smirnoff White, its largest travel retail launch to date.

Diageo is readying the launch of its “pioneering new vodka variant” Smirnoff White

The new expression has been freeze filtered at -6°C and passed through modern charcoal filters – a process described as a “true revolution in Smirnoff’s distillation process”.

Smirnoff White will be UK drinks giant Diageo’s largest vodka launch in travel retail to date and is part of the group’s wider strategy of premiumisation.

“Smirnoff White is an innovation that demonstrates our relentless focus on differentiation and premiumisation,” said Steve White, global marketing director of Diageo global travel and Middle East.

“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.”

The expression is contained in a “striking” white bottle designed for shelf stand-out which is said to evoke arctic ice.

Matthieu Comard, vice president Diageo global travel and Middle East, said: “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.”

Smirnoff White (41.3% abv) will be available in travel retail outlets worldwide from July 2014 at an RRP of £21 per litre.

Diageo revealed that Smirnoff Vodka was losing its share of the US vodka market in January as sales of its core expression decline.

The vodka has been attempting to enhance its premium credentials in recent years, launching an cinnamon-flavoured expression containing edible gold in August last year.