Smirnoff refreshes packaging

Diageo has created a new bottle for Smirnoff, designed to highlight the brand’s heritage as suppliers to the Russian Court.

Smirnoff's new label design
Smirnoff's new label design

The most prominent changes include greater embossing and a change in brand icon from the familiar spike to a ‘Regal Eagle’.

Senior brand manager Amy Mooney says: “With this redesign we’re looking to encapsulate the premium, heritage and purity cues that consumers associate wit the Smirnoff brand, as well as providing a contemporary edge to keep the bottle looking fresh for maximum standout on shelf.”

The vodka’s original producer, Ste Pierre Smirnoff Fls is also now referenced in the new design.