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4,609 $m

Alongside parent group Diageo and fellow portfolio brands Guinness and Johnnie Walker, Smirnoff is one of the most recognizable spirits brands and continues to communicate its playful personality. Sustained consistency, differentiation, and relevance are vital in the fiercely competitive drinks category. There for the good times, wherever and whenever they may occur, Smirnoff has the appeal of a premium brand without being pretentious or elitist. The brand has pushed its product innovation in the last year through a significant investment in Smirnoff Ice Double Black Zero Sugar in Australia, frozen pouch ranges of its sorbet flavors, and the new Sours range of shots. The brand has innovation in its DNA and takes pride in continuing to refine the filtration methods of its founder. The appointment of a new global brand director with a background in innovation last fall signaled the brand's commitment to focusing on a younger, more affluent consumer. A party-themed targeted campaign, "Exclusively for Everybody," and a partnership with Spotify bring to life this laser-focused strategy. Since the "Exclusively for Everybody" campaign launched in April 2014, women in the U.S. have reported increased interest in the brand (from 17 to 20 percent) and an increased openness to trying it. If Smirnoff continues to innovate, increase relevance, and grow in new markets, the good times will continue.
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