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Smirnoff gets Bold with Black

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MUMBAI: SMIRNOFF, the world's leading vodka, is set to redefine the vodka category in India with the launch of Smirnoff Black. The all new vodka brings forth the proposition of ‘Tonight’s Bold, Tonight’s Black’, reflecting the product as well as the attitude of the consumers today. Smirnoff Black is the perfect choice for bold occasions and displays its attitude through a premium ‘BLACK’ packaging and bold character of liquid. This is Smirnoff’s most significant launch in the recent years.

With its full-bodied, smooth and distinct taste, it’s a vodka for those bold occasions where you want to do something that is a cut above the ordinary and breaks away from the mundane. Smirnoff Black has been carefully crafted using the award winning Smirnoff No.21 recipe and finished with a slow-flow filtration for a bold cut. This renders a unique smoky & malty note to the liquid that is best enjoyed on-the-rocks. With an international, bold and edgy look, Smirnoff Black is the boldest alternative in the playful world of Smirnoff.

At the launch of Smirnoff Black, Bhavesh Somaya, Marketing & Innovation Director, Diageo India, said, “As a brand, Smirnoff stands for revolutionizing the Vodka category and introducing new experiences to its consumers. Staying true to this philosophy, we are proud to launch Smirnoff Black. This is a bold and unconventional addition to our portfolio, which reaches out to consumers who want to break free from the ordinary on those bold nights. India is one of the first markets to launch this product and we are confident that the consumers will love the experience that Smirnoff Black offers.”

Speaking on the launch, Chris Armes, Innovation Technical Director Asia Pacific, Diageo, said, “Smirnoff Black presents an opportunity to the consumers to experience something that is truly unusual. We have created this unique product for consumers to enjoy a bold, full bodied and sophisticated vodka with surprisingly smoky & malty notes. Since Smirnoff Black is carefully crafted using the award winning recipe of Smirnoff No. 21, the consumers of our classic vodka will love this new addition to our portfolio. The uniqueness of this liquid is best savored in its signature serve, which is straight on-the-rocks, which makes stand apart from any other vodka in the country.”

Smirnoff Black is available in Maharashtra and will be available in Karnataka from September 22, 2014, across all major outlets. With an ABV of 42.8% v/v, it is priced at Rs. 1300 in Maharashtra and Rs. 1240 in Karnataka, for 750ml.

Diageo encourages you to drink responsibly!

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