Smirnoff® Launches Pioneering New Vodka Exclusively for Travellers: Smirnoff White™

Freeze filtered at -6°C for an exceptionally smooth taste

MIAMI, FL, June 6, 2014 /CNW/ - SMIRNOFF®, the world's leading premium vodka^[1], today announced a pioneering new super-premium vodka - SMIRNOFF WHITE™ - available exclusively for travellers.

     (Photo: http://photos.prnewswire.com/prnh/20140606/690578-a)
     (Photo: http://photos.prnewswire.com/prnh/20140606/690578-b)
     (Photo: http://photos.prnewswire.com/prnh/20140606/690578-c)

The liquid has been freeze filtered at -6°C which results in an exceptionally smooth taste. Freeze filtration signifies a continuing revolution in SMIRNOFF'S distillation process - vodka is chilled to below freezing point and passed through state-of-the-art charcoal filters resulting in an exceptionally smooth vodka.

SMIRNOFF WHITE is inspired by the innovative nature and inventive spirit of founding father, Vladimir Smirnoff, who was determined to shake up the world of vodka in his quest for perfection. Neither the nationalisation of his successful vodka business nor a revolution that forced him and his family to leave Russia made him waiver in his commitment to innovation. He rebuilt his business founded on pioneering principles which, today, have inspired the brand and the creation of SMIRNOFF WHITE.

SMIRNOFF has continuously adapted and evolved, kick-starting a cocktail revolution in the 1950s, as a result, aficionados have included Hollywood icons.

Global travellers should look out for special SMIRNOFF WHITE pop-ups in airports around the globe where they can sample the sensationally smooth vodka and purchase a bottle to take home. The striking, crisp white bottle of SMIRNOFF WHITE reflects the crystalline formations found in the purest arctic ice and highlights the distinctive quality of this new vodka. A clear cut-glass base transforms into a smooth, white finish towards the neck of the bottle where the SMIRNOFF WHITE logo appears, as if etched into a block of solid ice.

Steve White, Global Marketing Director of Diageo Global Travel and Middle East (GTME), said: "SMIRNOFF WHITE is a truly exciting vodka which reflects the pioneering spirit of Vladimir Smirnoff. The innovative freeze filtration process guarantees an exceptionally smooth taste which will appeal to travellers the world over.

"We've chosen duty free as the sole global outlet for SMIRNOFF WHITE in order to reward travellers who seek unique offerings to enhance their experiences and to serve as a momento of their travels."

SMIRNOFF WHITE is best served neat or over ice, but can also be enjoyed as part of a favourite cocktail. From this week, Smirnoff White will be rolled out to duty free stores across the globe exclusively for travelers, at a recommended retail price of £21.00 for 1 litre.

Notes to Editors 

^[1]Source: Impact DataBank, February 2013

• SMIRNOFF WHITE has an ABV of 41.3%
• SMIRNOFF WHITE is best served neat straight from the freezer

ABOUT SMIRNOFF: 

The SMIRNOFF brand that boasts the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world.   For more information, log on to http://www.smirnoff.com.  

ABOUT DIAGEO 

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit http://www.diageo.com. For Diageo's global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit http://www.DRINKiQ.com.

Celebrating life, every day, everywhere.

The SMIRNOFF, SMIRNOFF WHITE words and associated logos are trademarks © The Smirnoff Co 2014 

SOURCE: Diageo Global Travel

Sylvia Chim, Diageo Global Travel and Middle East, Mobile: [phone], Email: [email protected]; Claire Lorimer, Smarts Communicate, Mobile: [phone], Email: [email protected]