Smirnoff
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| Type | Vodka |
|---|---|
| Proof | 80 |
| Manufacturer | Diageo |
| Country of origin |  Russia |
| Introduced | ca. 1860s |
| Related products | List of vodkas |
Smirnoff is a brand of vodka now owned and produced by British drinks company Diageo. Products under the Smirnoff brand, which began with a vodka distillery founded in Moscow by Piotr Arsenieyevich Smirnov, is now distributed in 130 countries and includes flavored vodka and malt beverages. In March 2006 Diageo North America claimed Smirnoff vodka to be the best selling distilled spirit brand in the world[1].
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[edit] History
Piotr Smirnov first founded his vodka distillery in Moscow in the 1860s, under the trading name of PA Smirnoff. He died in 1910 and was succeeded by Vladimir Smirnov. The company flourished and produced more than 4 million cases of vodka per year.
During the October Revolution, the distillery was confiscated and the family had to flee. Vladimir Smirnov re-established the factory in 1920 in Istanbul. Four years later he moved to Lwów (formerly Poland, now Lviv, Ukraine) and started to sell the vodka under the contemporary French spelling of the name, "Smirnoff". The new product was a success and by the end of 1930 it was exported to most European countries. An additional distillery was founded in Paris in 1925.
In the 1930s Vladimir met Rudolph Kunett, a Russian who had emigrated to America in 1920. The Kunett family had been a supplier of spirits to Smirnoff in Moscow before the Revolution. In 1933 Vladimir sold Kunett the right to begin producing Smirnoff vodka in North America. However, the business in America was not as successful as Kunett had hoped. In 1938 Kunett couldn't afford to pay for the necessary sales licenses, and contacted John Martin, president of Heublein, who agreed to buy the rights to Smirnoff.
Thanks to the introduction of vodka cocktails and successful advertisement campaigns, Smirnoff increased in popularity both in the US and internationally.
[edit] Since the 1990s
During the 1990s one of Piotr Smirnov's descendants started producing Smirnov (Смирновъ in Ukraine) vodka in Ukraine, claiming to be "The Only Real Smirnov". After a number of lawsuits Smirnoff successfully claimed back the trademark, whilst in 2006 Diageo tied up a joint venture deal with the Смирновъ company. [1]
The Smirnoff company has the naming rights to the Smirnoff Music Centre, a concert amphitheatre in Dallas, Texas. They also sponsor the Smirnoff Underbelly, a major venue at the Edinburgh Fringe.
In the late 1990s, Smirnoff introduced a series of new products onto the UK and later the European and North American market, which quickly became popular among young people, especially within the club scene (See "Alcopops").
There are two different products by the name of Smirnoff Ice. One, sold in France and the United States, is a citrus-flavoured malt beverage (5.5% 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 5% to 7% ABV in different markets.
Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as Mandarin Orange and Green Apple. 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. Current flavors include Watermelon, Wild Grape, Pomegranate Fusion, Arctic Berry (Blueberry), Green Apple Bite and Raspberry Burst.
The next line of Smirnoff's malt beverages to hit shelves was their "Raw Teas" in flavors like Peach and Raspberry. This product line has been marketed most notably with the "Tea Partay" music video and website. It is similar to the brand Twisted Tea.
The newest product from Smirnoff is Smirnoff Source, an ultra-premium beer-alternative created with alcohol and spring water released in May 2007. It is citrus flavored and lightly carbonated with 3.5% ABV.
A line of fruit flavoured vodkas with the "Twist" moniker appended on the end of the name have also been introduced. Flavors include Green Apple, Orange, Cranberry, Raspberry, Citrus (Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, and, most recently, Blueberry.
Smirnoff trialed in the UK and Canada during 2004 a new blend of vodka entitled Smirnoff Penka. Marketing and distribution was handled by The Reserve Brands of Diageo plc. As of 2007 Penka continues to be available in the UK [2].
[edit] Numbering
- 21 - Smirnoff North (previously Norsk) - The Classic Smirnoff Red Label Vodka Cut With Nordic Berries. In some markets, including the UK, it is now known as Smirnoff Nordic Berries.
- 21 - Smirnoff Classic Mix - Smirnoff no 21 Vodka premixed with either lime soda or cola in a 70cl bottle
- 21 - Smirnoff Vodka and Cranberry Juice - Smirnoff no 21 Vodka premixed with Ocean Spray Cranberry Juice in a 250ml can
- 27 - Smirnoff Silver Label Vodka (90.4 pr)
- 55 - Smirnoff Black, small batch vodka - produced in copper stills
- 57 - Smirnoff Blue Label Vodka (100 pr)
- 63 - Smirnoff Twisted V Green Apple
- 64 - Smirnoff Ice Pomegranate Fusion Malt Beverage
- 66 - Smirnoff Ice Raspberry Burst (USA)
- 66 - Smirnoff Twisted V Raspberry
- 67 - Smirnoff Twisted V Mandarin Orange
- 68 - Smirnoff Twisted V Black cherry
- 69 - The Classic Smirnoff Red Label Vodka (80 pr)
- 70 - Smirnoff Ice Watermelon Malt Beverage
- 71 - Smirnoff Ice - It's named Smirnoff Ice Triple Black in the US where it's a Malt Beverage , but in the rest of the world it's vodka based ('spin' in South Africa)
- 72 - Smirnoff Ice Triple Filtered
- 73 - Smirnoff Black Ice - Again like Smirnoff Ice Vodka based in the majority of the world but malt Based in the US ('storm' in South Africa)
- 74 - Smirnoff Ice Triple Filtered
- 75 - Smirnoff Ice Double Black (Australia & New Zealand)
- 76 - Smirnoff Ice (Canada)
- 83 - Smirnoff Ice Wild Grape
- 84 - Smirnoff Twist Artice Berry
- 85 - Smirnoff Twisted Raspberry (Canada)
- 103 - Smirnoff Twisted V Arctic Berry
- 110 - Smirnoff Ice Double Black & Cola
It is a common misconception that Smirnoff Red Label Vodka purchased in plastic containers (PET) is of lower quality, however, this is untrue, and both the varieties purchased in glass and plastic containers are numbered the same, at 21.
[edit] In popular culture
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Lists of miscellaneous information should be avoided. Please relocate any relevant information into appropriate sections or articles. (September 2007) |
- Smirnoff vodka has been featured in many of the James Bond movies over the last 60 years, beginning with Dr. No, and continuing intermittently through to 2006's Casino Royale. Stolichnaya and Absolut have also made casual appearances and Finlandia vodka was promoted in 2002's Die Another Day. In the original Ian Fleming novels, Bond actually preferred Polish or Scottish vodka, during which time the only brand available in the West would have been Stolichnaya [3]. He is also known to have even drunk Wolfschmidt on one occasion.
- In 1966, Smirnoff Vodka hired famed discotheque dance instructor "Killer Joe" Piro to create a new dance called the Mule for their food of the same name (vodka with Gingernut Beer cut with apricot [4]) and to release an album of music by Skitch Henderson that included a track with the same name. However, the track didn't include calls to help people dance the mule. Instead, the singers tell you how to fix yourself the drink. Piro and his partner also appear in an advertisement for the drink. [2]
[edit] Smirnov
Smirnov (Russian Смирнов) can be seen as the Russian version of Piotr Smirnov's Smirnoff vodka. It is made by the Smirnov Trading House, a company owned as part of a joint venture by Russia's A1 / Alfa Group and Diageo, owner of the Smirnoff Brand.
The full title of the Smirnov Trading House is The Trading House of the Heirs of the P.A. Smirnov.
Smirnov was launched in 1991 by Boris Smirnov, an offspring of the original producer of the spirit, Piotr Smirnov. After many lawsuits with Smirnoff's parent company, which resulted the Diageo brand being banned in the Commonwealth of Independent States, the Russian brand became a sister product to Smirnoff, as well as Johnnie Walker, Captain Morgan and Jose Cuervo in Diageo's portfolio of drinks due to $50 million share-offer for 75% of the Russian firm.
[edit] See also
- Sea (Smirnoff advert)
- Vodka war in the European Union
[edit] References
[edit] External links
- Smirnoff - Official site
- Independent - Smirnov joint venture
- CNN Vodka wars
