Diageo launches Smirnoff Gold vodka with £4.5m campaign

By Chris Mercer, Emily Kearns

Published: 19 August, 2013

Diageo is adding a bit of affordable bling to the UK vodka category with the launch of Smirnoff Gold, backed by a £4.5-million marketing campaign.

Smirnoff Gold, which contains edible 23 carat gold leaf suspended in Smirnoff No.21 premium vodka, will go on sale from mid-August, with an rrp of £21.95 per 70cl bottle in the UK, Diageo said.

It is supporting the launch of the vodka, which also contains a hint of natural cinnamon flavour, with a £4.5-million "through the line" marketing campaign.

"This new premium offering represents a significant opportunity for retailers to grow their vodka sales by encouraging consumers to trade up," said Diageo's marketing manager for Smirnoff in western Europe, Karen O'Shea.

The new variant is designed to appeal to consumers seeking new flavours and is set to drive incremental sales into the vodka category. Vodka sales by value are growing at 3% annually in the UK off-trade, according to Nielsen data.

Alongside Smirnoff Gold, Diageo is also launching a new signature serve, named Smirnoff Apple Bite, which can be enjoyed with any vodka in the brand's range. Apple Bite will also be available in a pre-mix can, as a mix of Smirnoff, lemonade and apple juice.

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