SMIRNOFF® Vodka Brings New Meaning to Sour & Sweet with the Launch of SMIRNOFF® Sours

The Brand Challenges Consumers to "Embrace the Face" with New SMIRNOFF Sours and Share their Sour Faces Socially

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Sep 24, 2014, 09:03 ET

NORWALK, Conn., Sept. 24, 2014 /PRNewswire/ -- SMIRNOFF® Vodka is bringing a zesty new twist to the vodka category with the launch of its latest innovation, SMIRNOFF® Sours. The first of its kind, Sours packs a flavorful punch into every shot that is sure to awaken taste buds. Available now, the groundbreaking flavor portfolio features three intensely-tangy variants – Green Apple, Watermelon and Fruit Punch. SMIRNOFF Sours tastes best served as a chilled shot.

SMIRNOFF Sours Logo (PRNewsFoto/SMIRNOFF Vodka)

SMIRNOFF Sours take the great taste of SMIRNOFF® No. 21 and adds an unforgettable sour kick. While it's easy to enjoy the delightfully tart taste, it's much more difficult to conceal the amusing post-shot sour face. But why hide it? SMIRNOFF is challenging consumers of legal drinking age to embrace their sour face responsibly and with humor by posting their sour faces on social properties, using the hashtag #myfacewhen I tried a shot of New SMIRNOFF Sours. The brand will also be promoting social responsibility with the launch of SMIRNOFF Sours by communicating to consumers about responsible drinking on all social channels, as well as part of sampling activities in-bars across the country.

"SMIRNOFF is once again changing the game, infusing excitement and fun into the vodka category with the introduction of the electrifying Sour line," said Sandhya Padmanabhan, Brand Manager for SMIRNOFF Vodka. "More palatable than other shot-based spirits, Sours is the next big thing in shot rituals. It's unique because it creates a true, memorable moment – toasting with new and old friends and capturing the sour face that follows. Whether celebrating a big night out, the big game, or just an impromptu outing with friends, SMIRNOFF Sours is a perfectly bold and fun compliment to any occasion."

The exhilarating Green Apple, Watermelon and Fruit Punch flavors are matched only by the exuberant appearance of the SMIRNOFF Sours bottle. The bottle, which appears in three brilliant neon hues to match each variant, glows in the dark under the black light and the liquid boasts a beautifully bright color.

SMIRNOFF Sours are now available for consumers of legal drinking age with a recommended retail price of $15.99 for a 750 mL bottle. The launch will be supported by a full range of digital advertising, PR, in-store point of sale, and on-premise activations.

As always, when enjoying SMIRNOFF No. 21 Vodka or any of the portfolio lines, SMIRNOFF Vodka reminds everyone to please drink responsibly.

About SMIRNOFF
The SMIRNOFF brand that boasts the world's number-one selling premium spirit and the top-selling flavored vodka in North America, 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 across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). 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.

Celebrating life, every day, everywhere, responsibly.