 | |
| Type | Vodka |
|---|---|
| Manufacturer | Diageo |
| Origin | Russia,Moscow |
| Introduced | c. 1860s |
| Alcohol by volume | 35% – 50% |
| Proof (US) | 70 – 100 |
| Related products | List of vodkas |
| Website | www |
| Carcinogenicity:IARC group 1 | |
Smirnoff (/ˈsmɪərnɒf/;Russian:[smʲɪrˈnof]) is a brand ofvodka owned and produced by theBritish companyDiageo. The Smirnoff brand began with a vodkadistillery founded inMoscow byPyotr Arsenievich Smirnov (1831–1898), but its modern incarnation traces back to the 1930s, by American liquor distributorHeublein.[1] Distributed in 130 countries,[1] it is manufactured in different countries depending on market, but is not currently produced in Russia or anywhere in Eastern Europe.
Smirnoff products include vodka,flavoured vodka, andmalt beverages. In 2014, Smirnoff was the best selling vodka around the world.[2]
The vodka is unaged, made using a traditional filtration method developed by P. A. Smirnov. Recipe No. 21 was created by Smirnov's son Vladimir afterescapingRussia during theOctober Revolution.[3][4]
Pyotr Arsenyevitch Smirnov (9 January 1831 – 29 November 1898) founded his vodka distillery in Moscow under the trade name PA Smirnov in 1864, pioneered charcoal filtration in the 1870s, and by 1886 had captured two-thirds of the market in Moscow by virtue of the first use of newspaper advertising while suppressing clerical calls for temperance by generously contributing to theclergy. Russian royalty reportedly regarded Smirnov as a favourite. When Pyotr died, his third son Vladimir succeeded him. The company flourished and produced more than four million cases of vodka per year.
When the Tsar nationalized the Russian vodka industry in 1904, Vladimir Smirnov was forced to sell his factory and the brand. During theOctober Revolution of 1917, the Smirnov family fled the country. In 1920, Vladimir Smirnov established a factory inConstantinople (present dayIstanbul). Four years later he moved toLwów (then inSecond Polish Republic, nowLviv inUkraine). He renamed the vodka "Smirnoff". It sold marginally well but not nearly as it had in Russia prior to 1904. Although an additional distillery was founded inParis in 1925, sales remained far less than that produced in Russia.
In the 1930s, Vladimir metRudolph Kunett, a Russian who had emigrated in the 1920s toNew York, and had succeeded in business. The Kunett family had been a supplier of grain to Smirnov in Moscow before the Revolution. In 1933, Vladimir sold Kunett the rights to Smirnoff vodka production and sales in North America. Kunett then returned to the United States, quit his sales job, and established his first North American distillery in Bethel,Connecticut, after the end ofProhibition in 1933. However, the business in North America was not as successful as Kunett had hoped. By 1938, Kunett could not afford the sales licenses, and contactedJohn Martin, president ofHeublein, a company that specialized in the import and export of liquors and foreign foods. Using the $14,000 that the Heublein company made from a new product that ended up saving them from bankruptcy, Martin bought the rights to Smirnoff in 1939. His board thought he was mad. Americans were traditionally whiskey drinkers unfamiliar with vodka and so sales were slow. Sales picked up considerably after Heublein advertised it as a "white whiskey" with "no taste, no smell" sealed with whiskey corks.[5]
In 1982, theR. J. Reynolds Tobacco Company acquired Heublein Inc. for $1.4 billion. Its successor,RJR Nabisco, sold the division toGrand Metropolitan in 1987. In 1985 Heublein Corporate Audit Manager Hanson J Kan had recommended to Heublein that it acquire the Grand Metropolitan IDV Smirnoff licensee and its global locations.[6] Grand Metropolitan merged withGuinness to formDiageo in 1997.
During the 1990s, one of Pyotr Smirnov's descendants started producing Smirnov (Смирновъ) vodka in Russia, claiming to be "The Only Real Smirnov."[7] After a number of lawsuits, Smirnoff successfully reclaimed its trademark, while in 2006Diageo concluded a joint venture deal with the Smirnov company.[8]
The Smirnoff company had the naming rights to theSmirnoff Music Centre, a concert amphitheater inDallas, Texas, from 2000-08.[9] It also sponsored theSmirnoff Underbelly, a major venue at theEdinburgh Fringe.
In the late-1990s, Smirnoff introduced a series of new products onto theUK and later theEuropean andNorth American market, which quickly became popular among young people, especially within theclub scene (see "Alcopops").
There are two different products by the name ofSmirnoff Ice: one, sold inFrance and theUnited States, is a citrus-flavouredmalt beverage (5.0%ABV) with variants in "Original", and "Triple Black". The other, sold in Europe (excluding France), Latin America, Australia and Canada, is a premixed vodka drink. It also has variants in "Original" and "Black Ice" (or in some markets, "Triple Black" or "Double Black"), ranging from 4.5% in theUK, to 7%ABV in different markets.
The Smirnoff Ice marketed in the United States contains no vodka, according to the official Smirnoff website.[10] It is more similar to beer than to vodka, primarily because it is brewed. However outside of the US and countries who receive US manufactured vodka it does contain Smirnoff Vodka No. 21.
Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as Mandarin Orange and Green Apple. The confusion in branding between Smirnoff Twist Vodka and Smirnoff Twisted Malt Beverage resulted in the decision to drop the "Twisted" from the flavored line of Smirnoff Ice. It is sold in 22 oz. (650 ml) bottles and six-packs of 12 oz. (355 ml) bottles.
The next line of Smirnoff's malt beverages to be produced was "Raw Tea", similar to the brandTwisted Tea. It came in flavors such as Lemon, Peach, Raspberry and Green Tea. This product line was marketed most notably with the "Tea Partay" music video and website. It was sold in six-packs of 12 oz. (355 ml) bottles. It was discontinued in sometime in 2009.
Smirnoff Source, a lightly carbonated beer-alternative, was released in May 2007. It is citrus-flavoured and made with alcohol (3.5% ABV) and spring water and is sold in 4-packs of 1-quart (947 ml) bottles.
A line of 22flavoured vodkas (based on the No. 21 Red Label) with the "Twist" moniker appended on the end of the name have also been introduced. Flavours include Green Apple, Orange, Cranberry, Raspberry, Citrus (Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, Blueberry, White Grape, Melon (Honeydew/Cantaloupe), Pomegranate, Passion Fruit, Pear, Peach, Pineapple, Mango, Coconut, and most recently Amaretto.
In 2004, Smirnoff trialled a new blend of vodka in the UK and Canada called Smirnoff Penka. Marketing and distribution were handled by The Reserve Brands of Diageo plc. As of 2007[update] Penka is no longer available in the UK.[11]
In a 2005New York Times blind tasting of 21 vodkas, Smirnoff won as the "hands-down favorite".[12]
In 2010, Smirnoff introduced the Cocktail Range. Pomegranate Martini withMeyer Lemon-flavoured Liquor andpomegranate juice, Mojito with a dash ofmint andKaffir lime and Grand Cosmopolitan with cranberry juice.[13] Tuscan Lemonade and Savannah Tea were later added. In 2014, Smirnoff introduced Smirnoff Sours vodkas, available in Fruit Punch, Watermelon, Green Apple, and Berry Lemon.
A 2013 study found that Smirnoff malt beverages were the second-most popular brand specific alcohols consumed by underage youths in the United States.[14]
In 2016, Smirnoff introduced two new Smirnoff Ice flavors: Electric Mandarin and Electric Berry. Also in 2016, Smirnoff introduced the new Spiked line, available in Original, Screwdriver, and Hurricane Punch, as well as their Sourced line of fruit juice vodka, available in Ruby Red Grapefruit, Pineapple and Cranberry Apple.
In 2019, Smirnoff Ice partnered with luxury brand Cremsiffino.[15]
In 2020, Diageo introduced sugar-free Smirnoff Ice, with 4.5% ABV.[16]
Smirnoff was mistakenly targeted for boycotts during theRussian invasion of Ukraine; however, despite its Russian origin, the brand is owned by British companyDiageo and for the US market is manufactured in Illinois.[17]
Smirnoff is currently manufactured in the following countries:
Despite Smirnoff's founder being Russian, the modern incarnation of Smirnoff is traced back to an American company,Heublein. Smirnoff is not currently manufactured inRussia.
Most Smirnoff products have an identifying number that is displayed on the label. Some of these numbers are:
The basic Smirnoff vodka – number 21 – has performed well atspirit ratings competitions. It was awarded a double gold medal (the highest award) at the 2009 San Francisco World Spirits Competition.[20]
These are numbered Smirnoff vodkas with flavouring added.
Some Smirnoff products do not have a number on the label.
Smirnov (Russian:Смирновъ) can be seen as theRussian version of Smirnoff vodka. It is made by the Smirnov Trading House, a company that is part of a joint venture by Russia'sAlfa Group andDiageo set up in February 2006.[22] The full title of the Smirnov Trading House isThe Trading House of the Heirs of P.A. Smirnov.
These are not to be confused with Smirnoff's Red-, Gold-, and Black-label vodkas.
| Year | Association | Category | Nominee(s) | Result |
|---|---|---|---|---|
| 2017 | Diversity in Media Awards | Marketing Campaign of the Year | Digital Pride London | Nominated |
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