Smirnoff redesigns ‘iconic’ bottle

Smirnoff Vodka has unveiled a redesign of its No. 21 bottle in an attempt to deliver a “more premium and modern experience” for consumers.

The bottle’s Smirnoff logo has been increased making its the most prominent feature, while new label featuring “contemporary typography” is intended to evoke a “modern feel”.

Julie Bramham, marketing director for Smirnoff Western Europe, said: “This is a really exciting period for Smirnoff and we’re looking forward to seeing the new packaging on store shelves and in bars and restaurants across Europe in the coming months. The new design was borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers. We feel the new design really bring this to life in a way which delivers brilliant shelf standout and hope that the 17.7 million people who drink Smirnoff across Europe will agree”.

To support the redesign, Smirnoff will be launching its £4.5m brand campaign ‘We’re Open’ across Europe.

The world’s biggest vodka brand, last year Smirnoff celebrated its 150th anniversary.