Smirnoff goes for Gold

Diageo has launched a cinnamon spiced vodka in travel retail.

Smirnoff Gold features a gold etched bottle with edible gold leaf flakes in the liquid.

Steve White, marketing director Diageo GTME, said: “The results from Mumbai are extremely exciting and we see great potential for Smirnoff Gold. The inspiration comes from our understanding of what has made Johnnie Walker Double Black so successful.

“Shoppers in Travel Retail are highly motivated by something they can only find on their travels, something new and exclusive, and preferably with the added kudos of being associated with one of their favourite brands."

Smirnoff Gold Collection will benefit from investment in flagship locations including a bespoke gold bar, gondolas and glorifiers. The communications features strapline Gold In Every Drop.

A key serve: The Golden Delicious - Smirnoff Gold mixed with apple liqueur, cinnamon and a dash of maple syrup.

The product comes in a one litre bottle at 40%abv with a recommended selling price of USD$36.