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Smirnoff White vodka now in travel retail

Diageo has now rolled out Smirnoff White, its “pioneering” new freeze-filtered vodka expression, to global travel retail.

Smirnoff White has now been rolled out into global travel retail

The super-premium vodka, designed to encourage passengers to trade up from premium Smirnoff expressions, was exclusively launched in Heinemann duty free stores in Hamburg, Frankfurt, Vienna and Berlin Tegel airports in June, ahead of a global travel retail roll out this month.

To mark the launch, Diageo installed a number of high profile activations where passengers could taste the new expression guided by trained brand ambassadors.

Rüdiger Stelkens, purchase director at Gebr. Heinemann, said: “We were delighted to be the first partner to launch Smirnoff White in travel retail. Feedback from the deluxe tasting bars has been overwhelmingly positive – our customers are delighted with this new travel retail exclusive.”

Smirnoff White, which carries an RRP of £21 per litre, is freeze-filtered at -6°C and passed through charcoal filters. Diageo describes the process as a “true revolution in Smirnoff’s distillation process”.

Diageo first announced the launch of Smirnoff White in March this year.

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