The bottle now includes prominent signatures of Smirnoff’s historical producer Pierre Smirnoff alongside the crown and other copy associated with the heritage of the brand.

A ‘regal eagle’ has replaced the spike graphic and according to the release, the new brand icon is a ‘tribute to the brand’s stature and authenticity’.

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

The redesign will also feature on the Smirnoff flavours range.