How relevant is vodka innovation in a pandemic world?

The troubled vodka category has been doing its best to attract consumers with innovative offerings. But with a global recession on the horizon, will drinkers take the safe route and stick to old favourites? *This feature was originally published in the September 2020 issue of The Spirits Business magazine. Fortunes for the vodka category have remained rocky in recent years. As enthusiasm for juniper and an increasing appetite for all things agave propelled sales of…

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Smirnoff Announces Smirnoff Ice Zero Sugar

The makers of Smirnoff have launched the new Smirnoff Ice Zero Sugar. This ready-to-drink malt beverage has no sugar, with flavors that balance citrus and sweet, the company says. Continuing the “better-for-you” drinking trend, Smirnoff Ice Zero Sugar contains less than 100 calories. It is 4.5% ABV. Smirnoff Ice Zero Sugar is now available nationwide. The suggested retail price is $8.99 per 6-pack of 11.2-oz. bottles — the same price as Smirnoff Ice Original. Go to…

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Diageo achieves zero waste to landfill target

Gordon’s owner Diageo has concluded its 2020 Sustainability and Responsibility Goals, achieving zero waste to landfill at all production sites and offices, but falling shy of its water efficiency targets. Diageo, which also owns Johnnie Walker and Smirnoff, originally set its sustainable targets in 2008, and updated the goals in 2015. The 2020 targets were chosen in accordance with the United Nation’s Sustainable Development Goals. Notable achievements include a 50% absolute reduction in greenhouse gas…

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Vodka category poised for resurgence

While gin rides high, vodka sales continue to slide. But is the erstwhile frontrunner staging a comeback? The Spirits Business investigates. *This feature was originally published in the April 2020 issue of The Spirits Business Audible gasps could be heard when news broke that Tito’s Handmade Vodka leapt over Diageo’s powerhouse brand, Smirnoff, and took the title of best‐selling spirit in the US in 2019. It was the first time in more than a decade…

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Sugar-free Smirnoff Ice launches in US

Diageo has created a zero-sugar version of ready-to-drink brand Smirnoff Ice, which contains fewer than 100 calories. Smirnoff Ice Zero Sugar is made with Smirnoff vodka combined with natural flavours. Bottled at 4.5% ABV, the product is described as having a balance of citrus and sweet flavours. It is recommended served chilled. Available to buy in the US, Smirnoff Ice Sugar Zero is priced at US$8.99 per pack of six 315ml bottles. The launch of…

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