Smirnoff Vodka: Brand Profile

Smirnoff is the world's best-selling vodka, and the biggest brand in the cabinet of spirits and wine giant Diageo. Arch-rival Absolut may have the edge as far as trend-setting is concerned, but Smirnoff has size on its side. It is sold in 130 countries worldwide, with an overall lead enhanced by the fact that, after the Second World War, it was virtually the only vodka available outside communist Russia for almost 30 years. More recently the brand enjoyed considerable success with ready-to-drink spin-off Smirnoff Ice. In America this so-called "malternative" doesn't even contain vodka, allowing it to compete head-to-head with the local beer industry.

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Competitors: see Wine Beer & Spirits Sector index for other brands and companies

The Adbrands Brand Profile of Smirnoff summarises the brand's history and current operations. Subscribers may access the following website links:

Smirnoff vodka

Smirnoff Ice

Smirnoff (Russia)

Diageo

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