Smirnoff teams up with Karol G

Diageo-owned vodka brand Smirnoff has partnered with Columbian musician Karol G to showcase Latino culture through news projects.

Earlier this year, Smirnoff revealed it would be touring with Karol G this autumn. Kicking off on 27 October, the tour will see Karol G visit cities across the US, hosting Smirnoff activations along the way. 

The collaboration will also seek to further Smirnoff’s commitment to diversity and inclusion efforts.

“Karol G is a Latina powerhouse and is unapologetically pushing cultural boundaries with her own unique flavour,” said Jay Sethi, chief marketing officer for Diageo Beer.

“The collaboration between Smirnoff and Karol G is all about celebrating Latin culture and its diverse flavours, while bringing everyone together to live life louder. The world is ready.”

A series of new spots will star Karol G, who can be seen sharing Smirnoff products with friends. The artist celebrates authenticity as she encourages viewers and drinkers to drink and live life “louder”.

The video is set to one of her recent musical releases, Don’t Be Shy, and showcases the new Smirnoff Poco Pico Seltzer variety pack, the Smirnoff Spicy Tamarind products and flavoured malt beverages.

The variety pack is said to be hitting shelves this autumn.

Karol G commented: “Being authentic, not explaining yourself, and expressing yourself without labels, stereotypes or fear are messages that mean a lot to me. I am very happy to work with Smirnoff because they embody everything I just mentioned.

“As one of my first multi-dimensional partnerships, I’m thrilled to work together to inspire people to express themselves without fear of being judged, and instead celebrate life and everyone’s uniqueness together with music and drinks.”

Earlier this year, Smirnoff expanded its seltzer line with the launch of a mango and passionfruit flavour.

In recent news, owner Diageo reported a ‘strong start’ to its 2022 fiscal year, but the company expects ‘near-term volatility’ to continue.