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Smirnoff Black gets redesign

Published:  23 July, 2008

Diageo's premium label Smirnoff Black vodka will have a bottle redesign instigated this February.

The new bottle will "reinforce the characteristics of quality, authenticity and heritage of Smirnoff Black and add to its already distinctive shelf presence", according to Diageo.

A new feature is a regal gold eagle crest overlain with the black Smirnoff banner. The new bottle design will also have more prominent references to Small Batch', to emphasise the traditional distillation method used to create Smirnoff Black.

Other new features include a new metal cap, the use of cosmetic glass and the word Black', not included on the current label.

Hugh Pile, Smirnoff Black brand manager, said: "Since we re-launched Smirnoff Black in Britain almost two years ago, it has been enjoying double-digit growth and is becoming ever more recognised by consumers and the top-end trade as a vodka of exceptional smoothness."

Diageo GB is doubling its above-the-line investment in Smirnoff Black vodka throughout the first half of 2008, to coincide with the launch of the new bottle.

The print advertisement, Fat Glass', will appear across specialist national and style press from February to July 2008.