Diageo redesigns flagship Smirnoff Red bottle

Diageo is aiming to enhance the premium image of Smirnoff Vodka with a redesign of the brand’s flagship No.21 Red bottle.

Said to increase shelf standout and offer a more “modern experience” for consumers, the new design features a bolder Smirnoff label with “added texture” and “contemporary typography”.

The red shield that previously adorned Smirnoff Red bottles has been replaced with a clear glass background and a footer label now features the brand’s shield, crown and signature designs.

“This is a really exciting period for Smirnoff and we’re looking forward to seeing the new packaging on store shelves and in bars and restaurants across Europe in the coming months,” said Julie Bramham, marketing director for Smirnoff in Western Europe.

“The new design was borne from a desire to reflect some of our amazing 151-year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers.

“We feel the new design really bring this to life in a way which delivers brilliant shelf standout and hope that the 17.7 million people who drink Smirnoff across Europe will agree”.

To support the launch of the new bottles, Diageo will launch a new £4.5 million campaign, called We’re Open, for Smirnoff. Designed to “increase brand recognition”, the campaign will run across Great Britain and Ireland through May and June.

Sales of Smirnoff Vodka’s core expression have been declining in recent years, impacted by its “price premium in an increasingly price competitive segment”.

Earlier this year Matt Bruhn, global brand director of Smirnoff, told The Spirits Buisness that the global vodka category is “losing the game of publicity” against other categories such as American whiskey.