top of page

Smirnoff Unveils Bold New Bottle Design – The Classic Design Highlights the Heritage of the Vodka Br

SMIRNOFF, the UK’s number one vodka brand[1], has unveiled an impactful new look, helping licensees to drive vodka sales this summer.

The brand has enhanced and redesigned its entire portfolio packaging, including the iconic Smirnoff No. 21 Vodka bottle. The redesign can be seen across all Smirnoff Vodka variants, including Smirnoff Raspberry Vodka, Smirnoff 100 Proof Vodka, Smirnoff Espresso Vodka and Smirnoff Small Batch Black Vodka.

The new look draws on inspiration from previous bottles in a contemporary way. The bold visuals and the return of the iconic Smirnoff shield feature prominently across all new packaging, ensuring the bottle effectively stands out behind the bar.

First-look consumer research found the updated design outperformed the previous bottle on measures such as stand-out, quality perception and preference vs competitors. The Diageo Drinks Report for 2019 reveals a growing trend for consumers seeking intriguing brand stories and this is demonstrated by an emphasis on the brand’s history, with Smirnoff’s Recipe No.21 and ‘continuing traditions since 1864’ brought to the forefront of the label.

Commenting on the redesign, Oliver Clements, Brand Manager SMIRNOFF Europe said: “We are proud to introduce a new packaging design for the brand, striking a balance between classic and contemporary. The redesign heroes the extraordinary heritage that the brand is famous for, with the reintroduction of the Smirnoff shield and the new label highlighting the traditions behind the world’s number one vodka[2]. We believe that the new design effectively delivers an unmissable stand-out presence behind the bar, allowing licensees to take advantage of the popularity and strength of the well-established Smirnoff name.”

The new bottle is currently rolling out worldwide across Smirnoff No. 21 Vodka, allowing licensees to stock up in time for summer.

For further information visit

Enjoy SMIRNOFF Sensibly. Visit for the facts.

[1] CGA On-trade Market Report w/c 04.03.2019

[2] IWSR, 2019

Share this article on LinkedIn or Twitter
Featured Posts
Recent Posts
bottom of page