Smirnoff - Wikipedia 11/11/24, 8:45 PM

Smirnoff
Smirnoff (/ˈsmɪərnɒf/; Russian: [smʲɪrˈnof]) is a
Smirnoff
brand of vodka owned and produced by the
British company Diageo. The Smirnoff brand
began with a vodka distillery founded in Moscow
by Pyotr Arsenievich Smirnov (1831–1898).[1] It is
distributed in 130 countries,[1] and manufactured
locally in some, as in Illinois in the United States.
[2]
Type Vodka

Smirnoff products include vodka, flavoured Manufacturer Diageo

vodka, and malt beverages. In 2014, Smirnoff was Country of origin Russia
the best selling vodka around the world.[3] Introduced c. 1860s

The vodka is unaged, made using a traditional Alcohol by volume 35% – 50%
filtration method developed by P. A. Smirnov. Proof (US) 70 – 100
Recipe No. 21 was created by Smirnov's son Related products List of vodkas
Vladimir after escaping Russia during the October
Website www.smirnoff.com (http://
Revolution.[4][5]
Moscow is the capitalwww.smirnoff.com/)
and largest city
of Russia. The city stands on the Moskva
River in Central Russia, with a
History population estimated at over 13 million
residents within the city limits, over
Pyotr Arsenyevitch Smirnov (9 January 1831 – 29 November 1898)
19.1 million residents in the urban area,
founded his vodka distillery in Moscow under the trade name PA
and over 21.5 million residents in its
Smirnov in 1864, pioneered charcoal filtration in the 1870s, and by
1886 had captured two-thirds of the market in Moscow by virtue of the
first use of newspaper advertising while suppressing clerical calls for
temperance by generously contributing to the clergy. Russian royalty
reportedly regarded Smirnov as a favorite. When Pyotr died, his third
son Vladimir succeeded him. The company flourished and produced
more than four million cases of vodka per year.

When the Tsar nationalized the Russian vodka industry in 1904, Pyotr Smirnov
Vladimir Smirnov was forced to sell his factory and the brand. During
the October Revolution of 1917, the Smirnov family fled the country. In
1920, Vladimir Smirnov established a factory in Constantinople (present day Istanbul). Four

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years later he moved to Lwów (then in Second Polish Republic, now Lviv in Ukraine). He
renamed the vodka "Smirnoff". It sold marginally well but not nearly as it had in Russia prior to
1904. Although an additional distillery was founded in Paris in 1925, sales remained far less
than that produced in Russia.

In the 1930s, Vladimir met Rudolph Kunett, a Russian who had emigrated in the 1920s to
New York, and had succeeded in business. The Kunett family had been a supplier of grain to
Smirnov in Moscow before the Revolution. In 1933, Vladimir sold Kunett the rights to Smirnoff
vodka production and sales in North America. Kunett then returned to the United States, quit
his sales job, and established his first North American distillery in Bethel, Connecticut, after the
end of Prohibition in 1933. However, the business in North America was not as successful as
Kunett had hoped. By 1938, Kunett could not afford the sales licenses, and contacted John
Martin, president of Heublein, a company that specialized in the import and export of liquors
and foreign foods. Using the $14,000 that the Heublein company made from a new product that
ended up saving them from bankruptcy, Martin bought the rights to Smirnoff in 1939. His
board thought he was mad. Americans were traditionally whiskey drinkers unfamiliar with
vodka and so sales were slow. Sales picked up considerably after Heublein advertised it as a
"white whiskey" with "no taste, no smell" sealed with whiskey corks.[6]

In 1982, the R. J. Reynolds Tobacco Company acquired Heublein Inc.

for $1.4 billion. Its successor, RJR Nabisco, sold the division to Grand
Metropolitan in 1987. In 1985 Heublein Corporate Audit Manager
Hanson J Kan had recommended to Heublein that it acquire the Grand
Metropolitan IDV Smirnoff licensee and its global locations.[7] Grand
Metropolitan merged with Guinness to form Diageo in 1997.

Since the 1990s

During the 1990s, one of Pyotr Smirnov's descendants started Smirnoff vodka in a
producing Smirnov (Смирновъ) vodka in Russia, claiming to be "The shot glass
Only Real Smirnov."[8] After a number of lawsuits, Smirnoff
successfully reclaimed its trademark, while in 2006 Diageo concluded a
joint venture deal with the Smirnov company.[9]

The Smirnoff company had the naming rights to the Smirnoff Music Centre, a concert
amphitheater in Dallas, Texas, from 2000-08.[10] It also sponsored 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").

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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 (5.0% 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 4.5% in the UK, to 7% ABV in different
markets.

The Smirnoff Ice marketed in the United States contains no vodka, according to the official
Smirnoff website.[11] It is more similar to beer than to vodka, primarily because it is brewed.
However outside of the US and countries who receive US manufactured vodka it does contain
Smirnoff Vodka No. 21.

Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as
Mandarin Orange and Green Apple. The 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. It is sold in 22 oz. (650 ml) bottles and six-packs of 12 oz. (355 ml)
bottles.

The next line of Smirnoff's malt beverages to be produced

was "Raw Teas", similar to the brand Twisted Tea. It comes
in flavors such as Lemon, Peach, Raspberry and Green Tea.
This product line has been marketed most notably with the
"Tea Partay" music video and website. It is sold in six-packs
of 12 oz. (355 ml) bottles.

Smirnoff Source, a lightly carbonated beer-alternative, was

released in May 2007. It is citrus-flavoured and made with
alcohol (3.5% ABV) and spring water and is sold in 4-packs
of 1-quart (947 ml) bottles.

A line of 22 flavoured vodkas (based on the No. 21 Red

Label) with the "Twist" moniker appended on the end of the
name have also been introduced. Flavours include Green
Apple, Orange, Cranberry, Raspberry, Citrus (Lemon),
Vanilla, Strawberry, Black Cherry, Watermelon, Lime,
Blueberry, White Grape, Melon (Honeydew/Cantaloupe),
Pomegranate, Passion Fruit, Pear, Peach, Pineapple, Mango,
Coconut, and most recently Amaretto.

In 2004, Smirnoff trialled a new blend of vodka in the UK

and Canada called Smirnoff Penka. Marketing and
distribution were handled by The Reserve Brands of Diageo Smirnoff Double Black 6.5%
plc. As of 2007 Penka is no longer available in the UK.[12] ALC/VOL bottle

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In a 2005 New York Times blind tasting of 21 vodkas, Smirnoff won as the "hands-down
favorite".[13]

In 2010, Smirnoff introduced the Cocktail Range. Pomegranate Martini with Meyer Lemon-
flavoured Liquor and pomegranate juice, Mojito with a dash of mint and Kaffir lime and Grand
Cosmopolitan with cranberry juice.[14] Tuscan Lemonade and Savannah Tea were later added.
In 2014, Smirnoff introduced Smirnoff Sours vodkas, available in Fruit Punch, Watermelon,
Green Apple, and Berry Lemon.

A 2013 study found that Smirnoff malt beverages were the second-most popular brand specific
alcohols consumed by underage youths in the United States.[15]

In 2016, Smirnoff introduced two new Smirnoff Ice flavors: Electric Mandarin and Electric
Berry. Also in 2016, Smirnoff introduced the new Spiked line, available in Original, Screwdriver,
and Hurricane Punch, as well as their Sourced line of fruit juice vodka, available in Ruby Red
Grapefruit, Pineapple and Cranberry Apple.

In 2019, Smirnoff Ice partnered with luxury brand Cremsiffino.[16]

In 2020, Diageo introduced sugar-free Smirnoff Ice, with 4.5% ABV.[17]

Smirnoff was mistakenly targeted for boycotts during the

Russian invasion of Ukraine; however, despite its Russian
origin, the brand is owned by British company Diageo and
for the US market is manufactured in Illinois.[2]

Smirnoff numbers
Most Smirnoff products have an identifying number that is
displayed on the label. Some of these numbers are:

21: Smirnoff Red Label, 37.5% or 40% ABV (location

dependent).
27: Smirnoff Silver Label Vodka, 45.2% ABV.
55: Smirnoff Black, 40% ABV. A small-batch vodka that
is produced in copper stills. Smirnoff was mistakenly targeted for
57: Smirnoff Blue Label Vodka, 45% or 50% ABV boycotts during the Russian
(location dependent) invasion of Ukraine. Smirnoff is
owned by the British company
60: Smirnoff Vladimir, 40%. Available only in Poland.
Diageo and is manufactured in
73: Smirnoff Black Ice Triple Filtered, 7.0% ABV. Illinois.[2]
The basic Smirnoff vodka – number 21 – has performed well
at spirit ratings competitions. It was awarded a double gold
medal (the highest award) at the 2009 San Francisco World Spirits Competition.[18]

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Flavored vodkas
These are numbered Smirnoff vodkas with flavouring added.

21: Smirnoff North (previously Smirnoff Norsk). This is

the classic Smirnoff No. 21 Red Label vodka flavoured
with Nordic berries. In the United Kingdom and some
other markets, it is called Smirnoff Nordic Berries.
21: Smirnoff Classic Mix. Smirnoff No. 21 vodka
premixed with either lime soda or cola in a 70-cl bottle.
21: Smirnoff "Expertly Mixed". Smirnoff No. 21 vodka
premixed with cola or tonic water in a 250-ml can. Cola
Smirnoff's number and other
mix is 6.4% ABV, tonic is 7.5% ABV.
information is shown at the bottom
21: Smirnoff Vodka and Cranberry Juice. Smirnoff No. of the label. Depicted here is No. 63
21 vodka premixed with Ocean Spray Cranberry Juice in — Smirnoff Twisted V Green Apple.
a 250-ml can.
21: Smirnoff Mule. Smirnoff No. 21 vodka premixed with
ginger beer and lime, 4.8% ABV.
21: Smirnoff Espresso. Coffee-flavoured Smirnoff No. 21 vodka, 37.5% ABV.[19]
21: Smirnoff Peppermint Twist, 30% ABV. Holiday release 2015
21: Smirnoff Sours Green Apple. Smirnoff No. 21 Red Label vodka flavoured with green
apple in a 500-ml, 750-ml, or 1 liter bottle. [2014]
21: Smirnoff Sours Fruit Punch. Smirnoff No. 21 Red Label vodka flavoured with fruit punch
in a 500-ml, 750-ml, or 1 liter bottle. [2014]
21: Smirnoff Sours Watermelon. Smirnoff No. 21 Red Label vodka flavoured with
watermelon in a 500-ml, 750-ml, or 1 liter bottle. [2014]
21: Smirnoff Sours Berry Lemon. Smirnoff No. 21 Red Label vodka flavoured with berry and
lemon in a 500-ml, 750-ml, or 1 liter bottle.
57: Smirnoff Dark Roasted Espresso. Espresso-flavored vodka, 50% ABV.
57: Smirnoff Spiced Root Beer. Root beer-flavored vodka, 50% ABV.

Malt beverages
63: Smirnoff Twisted V Green Apple
64: Smirnoff Ice Pomegranate malt beverage, 5.5% ABV
66: Smirnoff Ice Raspberry Burst malt beverage, 5.0% ABV
66: Smirnoff Twisted V Raspberry malt beverage
67: Smirnoff Twisted V Mandarin Orange malt beverage
68: Smirnoff Twisted V Black Cherry malt beverage
69: Smirnoff Twisted V Watermelon malt beverage
70: Smirnoff Ice Watermelon malt beverage
71: Smirnoff Ice Triple Filtered malt beverage, 5.6% (4% in some locations) ABV.
72: Smirnoff Ice, 5% ABV. In the United States, it is a malt beverage; elsewhere it is vodka-
based. Labeled as "Spin" in South Africa.
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73: Smirnoff Black Ice, 7% ABV. In the United States it is a malt beverage; elsewhere it is
vodka-based. Labelled as "Storm" in South Africa.
74: Smirnoff Ice Triple Black. A lime-flavoured malt beverage sold in the United States, 4.5%
alcohol.
75: Smirnoff Ice Double Black. Sold in Australia, South Korea, and New Zealand. A variation
with added Guarana is sold in South Africa & Nigeria. 6.5% ABV
76: Smirnoff Ice. Sold in Canada. 7% ABV
83: Smirnoff Ice Wild Grape malt beverage, 5% ABV
84: Smirnoff Twist Arctic Berry
85: Smirnoff Twisted Raspberry. Sold in Canada.
92: Smirnoff Twisted Green Apple. Sold in Canada. 7% ABV
97: Smirnoff Ice Triple Filtered. Sold in Germany and Portugal. 3% ABV
103: Smirnoff Twisted V Arctic Berry
110: Smirnoff Ice Double Black & Cola
120: Smirnoff Ice Spice. Sold in Japan.

Products without numbers

Some Smirnoff products do not have a number on the label.

Flavoured vodkas
Smirnoff Fluffed Marshmallow. Marshmallow-flavored vodka, 30% ABV.
Smirnoff Iced Cake. Cake-flavored vodka, 30% ABV.
Smirnoff Kissed Caramel. Caramel-flavored vodka, 30% ABV.
Smirnoff Whipped Cream. Whipped cream-flavored vodka, 30% ABV.
Smirnoff Root Beer Float. Root beer float-flavored vodka, 30% ABV.
Smirnoff Cinna-Sugar Twist. Cinnamon sugar-flavored vodka. 30% ABV.
Smirnoff Wild Honey. Honey-flavored vodka. 30% ABV.
Smirnoff White. Premium Vodka Distilled at Sub-Zero Temperatures for a smoother taste.
41.3% ABV.
Smirnoff Red, White and Berry. Assorted berry flavored vodka, launched as part of the 2016
presidential election. Limited edition. 30% ABV.

Smirnoff Sourced
Smirnoff Sourced Ruby Red Grapefruit. Grapefruit-flavoured vodka with real juice added.
Smirnoff Sourced Pineapple. Pineapple-flavoured vodka with real juice added.
Smirnoff Sourced Cranberry Apple. Cranberry-Apple flavoured vodka with real juice added.

Smirnoff Ice cocktails

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Smirnoff Ice Peach Bellini

Smirnoff Ice Screwdriver
Smirnoff Ice Watermelon Mimosa

Smirnov vodka
Smirnov (Russian: Смирновъ) can be seen as the Russian version of Smirnoff vodka. It is made
by the Smirnov Trading House, a company that is part of a joint venture by Russia's Alfa Group
and Diageo set up in February 2006.[20] The full title of the Smirnov Trading House is The
Trading House of the Heirs of P.A. Smirnov.

Smirnov's Vodkas
These are not to be confused with Smirnoff's Red-, Gold-, and Black-label vodkas.

Smirnov No.21 Vodka [50 cl, 70 cl or 1 liter bottle (40% ABV)] Red and White label with
gold border. The vodka, like its Western cousin, is charcoal-filtered.
Smirnov ЗОЛОТАЯ (Zolotaya > "Golden") Vodka [61 cl bottle (40% ABV)] Brown and
Tan label with gold border. The vodka passes through a second gold-alloy filter for a
smoother taste.
Smirnov ИМПЕРИАЛЪ (Imperial > "Imperial") Vodka [61 cl bottle (40% ABV)] Black
label with silver border. Comes in a cardboard gift box. The vodka is made in small batches
and uses natural honey rather than sugar as an ingredient.
Smirnov ТИТУЛЪ (Titul > "Title") Vodka [50 cl or 70 cl bottle (40% ABV)] Crimson label
with silver border and sculpted bottle. The 70 cl bottle comes in a cardboard gift box. The
small-batch vodka is double-distilled in a copper alembic for a smoother finish.

Awards and nominations

Year Association Category Nominee(s) Result

2017 Diversity in Media Awards Marketing Campaign of the Year Digital Pride London Nominated

See also
Flavored vodka
Liquor portal
Icing (drinking game)
Malt beverage Drink portal

"Sea", a Smirnoff advertising campaign

Vodka war in the European Union

References
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1. Himelstein, Linda (2010). The King of Vodka: The Story of Pyotr Smirnov and the Upheaval
of an Empire (https://archive.org/details/kingofvodkastory00hime). HarperCollins. ISBN 978-
0-06-085591-8.
2. "Stoli Vodka, Smirnoff – neither made in Russia – being dumped out as states boycott" (http
s://abc7news.com/russian-made-alcohol-boycott-stoli-vodka-latvia-smirnoff-made-in-illinois-r
ussian-standard/11607533/). 28 February 2022.
3. "Top 10 best-selling vodka brands" (https://www.thespiritsbusiness.com/2015/06/top-10-best
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2017.
4. https://www.barrons.com/articles/russian-vodka-brands-boycott-banned-51646267822
5. Slater, Jack. "Is Smirnoff from Russia? Which vodkas are Russian as sales ban comes in" (
https://metro.co.uk/2022/03/06/is-smirnoff-russian-which-vodkas-are-russian-as-sales-ban-c
omes-in-16224634/amp/). Retrieved 26 August 2024.
6. Ryan, Bill (19 February 1995). "Smirnoff White Whiskey -- No Smell, No Taste" (https://www.
nytimes.com/1995/02/19/nyregion/smirnoff-white-whiskey-no-smell-no-taste.html?pagewant
ed=all&src=pm). The New York Times. Retrieved 8 May 2013.
7. Hicks, Jonathan (17 January 1987). "Grand met to buy nabisco's heublein" (https://www.nyti
mes.com/1987/01/17/business/grand-met-to-buy-nabisco-s-heublein.html). The New York
Times. Retrieved 19 June 2009.
8. Fabricant, Florence (22 September 1995). "INTERNATIONAL BUSINESS; Russian Court
Blocks a Use of Smirnoff Name" (https://www.nytimes.com/1995/09/22/business/internation
al-business-russian-court-blocks-a-use-of-smirnoff-name.html). The New York Times.
Retrieved 7 April 2010.
9. Court document (PDF). United States Court of Appeals for the Third Circuit. (http://vls.law.vil
l.edu/locator/3d/Sept2001/995422.txt) Archived (https://web.archive.org/web/200401282238
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10. [1] (http://www.dallasnews.com/sharedcontent/dws/news/localnews/stories/013108dnglliven
ation.7414d5f9.html) Archived (https://web.archive.org/web/20080305024317/http://www.dal
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ml) 5 March 2008 at the Wayback Machine
11. VODKA | Smirnoff (http://us.smirnoffice.com/contact_us/). Us.smirnoffice.com. Retrieved on
23 December 2013.
12. "Top 10: Where are they now?" (https://www.thedrinksbusiness.com/2014/03/top-10-demise
d-drinks-brands/2/). 31 March 2014. Retrieved 18 September 2020.
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om/2005/01/26/dining/26wine.html). The New York Times. Retrieved 7 April 2010.
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u.lifestyle.yahoo.com/famous/blog/article/-/6729662/smirnoff-introduces-ready-made-cocktai
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16. "Smirnoff Ice Partners With Luxury Home Goods Brand Cremsiffino To Create Must-Have
Gifts For This Year's Holiday Gift Exchange" (https://www.prnewswire.com/news-releases/s
mirnoff-ice-partners-with-luxury-home-goods-brand-cremsiffino-to-create-must-have-gifts-for
-this-years-holiday-gift-exchange-300971594.html). www.prnewswire.com (Press release).
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17. "Sugar-free Smirnoff Ice launches in US" (https://www.thespiritsbusiness.com/2020/07/suga
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18. "SFSpiritsCom.com Website" (https://web.archive.org/web/20110320021845/http://www.sfsp
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2009_results.html) on 20 March 2011. Retrieved 5 August 2009.
19. Diageo launches Smirnoff Espresso in duty-free (http://www.dfnionline.com/article/Diageo-la
unches-Smirnoff-Espresso-in-duty-free-1861092.html). Dfnionline.com. Retrieved on 23
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geo-in-smirnov-venture/107807.article)

External links
Smirnoff (http://www.smirnoff.com/) Company website
Smirnoff Vodka (https://uk.thebar.com/spirits/vodka/smirnoff-vodka) on thebar.com UK,
owned by Diageo
Smirnoff and Smirnov back together (28 February 2006) (https://web.archive.org/web/20071
001051743/http://news.independent.co.uk/business/news/article348234.ece)
Smirnoff and Smirnov battle it out in Russia's vodka wars (28 November 1997) (http://www.c
nn.com/WORLD/9711/28/vodka.wars/)
Linda Himelstein (http://lindahimelstein.com/) Author of a book about Smirnoff (the original
founder)
Yes, Olga, There is a Mr. Smirnoff: The Odd History of Smirnoff Vodka (https://web.archive.o
rg/web/20131219011249/http://www.drunkard.com/issues/57/57-yes-olga-smirnoff.html)

Retrieved from "https://en.wikipedia.org/w/index.php?title=Smirnoff&oldid=1252303307"

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