Smirnoff debuts premium vodka

Marketing 21-Jul-04

Diageo is to introduce a luxury vodka brand, Smirnoff Penka - the first launch from its recently created Reserve Brands Group (RBG).

Penka will cost £27 a bottle and will go up against Bacardi's Grey Goose brand and Diageo's own Ciroc vodka.

Smirnoff Penka fills the premium gap in the portfolio of the world's biggest vodka brand. Marketing will follow a theme of 'A cut above', echoing its premium positioning.

Planned initiatives involve associations with other upmarket companies or brands, including possible tie-ups with technology and fashion brands as well as connections with 'director's cut' films.

Launch marketing will focus on six major cities, with a possible TV and radio campaign later in the year.

Smirnoff will also be introducing a new way to serve Penka, creating the Penka Duo - the vodka and mixer are served in separate glasses and sipped alternately.