NORWALK, Conn., April 14, 2016 /PRNewswire/ -- Forget yesterday, and don't worry about tomorrow, it's all about today!

The makers of SMIRNOFF™ vodka are bringing the 'fun' back to Thursday happy hours and Sunday Fundays everywhere with the launch of SMIRNOFF SOURCED™ flavored vodka– the new, go-to option for those looking to seize the daytime and inject fresh, fun energy into their after work and weekend daytime drinking occasions.

A fresh, new take on flavored vodka, SMIRNOFF SOURCED™ is made with 10% real fruit juice from concentrate and no high-fructose corn syrup. The new innovation comes in three bold, vibrant flavors including Ruby Red Grapefruit, Pineapple, and Cranberry Apple, giving consumers an exciting, fun option that brings the party to brunch, happy hour or various occasions in between.

SMIRNOFF SOURCED™ further lives up to the SMIRNOFF brand's mission of inclusivity by offering a flavored vodka option that is gluten-free. The new offering begins with SMIRNOFF™ No. 21 vodka – which is triple distilled for exceptional smoothness, filtered ten times in a unique process for supreme clarity, and is tested and verified gluten-free. 

"People—especially adult millennials—are looking for authenticity in everything. With SMIRNOFF SOURCED™, our new flavored vodka made with real fruit-juice from concentrate, the search doesn't have to stop with their cocktails," said Jay Sethi, Vice President of Marketing, SMIRNOFF™. "SMIRNOFF SOURCED™ is also gluten-free, making it the perfect vodka for all adults.  And our three delicious flavors are a great way to add more real flavor and fun to happy hours this summer."

With fewer than 94 calories per serving, SMIRNOFF SOURCED™ is best served chilled on the rocks, with soda water, or in a simple mixed drink. It is recommended that the bottle be refrigerated after opening for the best taste experience. The simple, delicious flavors and nationwide distribution make SMIRNOFF SOURCED™ the perfect addition to enjoy responsibly during daytime drinking occasions – weekend brunches, Saturday beach parties, summer happy hours, and more post-work fun.

SMIRNOFF SOURCED™ began hitting shelves in February with a recommended retail price of $13.99 for a 750mL bottle.

The SMIRNOFF™ brand is reinvigorating the flavored vodka category with its newest innovation line. As a brand that has delivered quality vodka to the masses for more than 150 years, SMIRNOFF™ vodka has brought nobles together in the 1800's, celebrated the creation of the Moscow Mule in Hollywood in 1941, and continued the  tradition of bringing people together to enjoy a new Sunday Funday in 2016 with SMIRNOFF SOURCED™.

The SMIRNOFF™ brand encourages you to seize the daytime, but always be sure to enjoy your brunches, rooftop cocktails and barbecues responsibly!

About SMIRNOFF
The SMIRNOFF brand, the world's number-one selling premium spirit and the top-selling vodka by volume, in the United States, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.smirnoff.com.  

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

Celebrating life, every day, everywhere.

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http://www.smirnoff.com