The Smirnoff Family of Drinks

But as the boom waned, the Diageo-owned brand also stood to lose more than its smaller competitors.

If Smirnoff wanted to maintain growth in the category, it had to break its dependence on wild new flavors and find fresh ways to ignite customer interest. In , Smirnoff partnered with the New York office of 72andSunny, part of the MDC Partners network, to reintroduce the brand and rethink its approach to flavored vodkas.

Six years ago, flavored vodkas were rapidly becoming a significant and reliable driver of growth in the US vodka market. Eager to capitalize on the trend, spirits companies as a whole introduced more than flavored vodkas in the US over the next five years. With so many variants being added, brands quickly exhausted the obvious options, and started reaching beyond mass-appeal flavors such as watermelon, citrus, cherry and raspberry to those with more limited appeal.

Wines produced by Smirnoff

Coffee, marshmallow, root beer, chilli pepper and bacon versions found niche audiences, but failed to deliver the returns of earlier flavor innovations. The category began to feel saturated. By , growth had begun to stall. Rather than continuing to try to expand the market with additional flavors, Smirnoff needed to fight for a bigger slice of existing sales.

Hence the company shifted its focus to driving growth in its current flavors.

The Birth of Smirnoff & American Vodka | THE CONNECTICUT STORY | www.newyorkethnicfood.com

The typical flavored-vodka consumer is young and female. However, flavored-vodka fans do not tend to consider themselves mixologists. So they need recipes that can be made with easily attainable ingredients and minimum effort. They will most likely search for those recipes online, seeking suggestions from friends on social networks.

Another challenge is that flavored-vodka drinkers tend to be more loyal to their preferred flavor than a brand. A Raspberry Smirnoff drinker will sooner buy another brand of raspberry vodka than a different flavor of Smirnoff, for example, and price heavily influences their decision. So Smirnoff had to be top of mind before consumers entered the store.

If the brand could get customers to share recipes based on its products with their friends online, it could reinvigorate interest in some of its core flavors—Green Apple, Watermelon, Strawberry, Raspberry and Cherry. To achieve the kind of scale it had in mind, Smirnoff would have to go beyond the specialist discussion forums and attach its recipes to something more mainstream.

Luckily, trending topics make it easy to tell what counts as "mainstream" on social networks on any given day.

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Clearly, if Smirnoff wanted to make recipes based on what people were talking about, it was going to have to live in the moment. Instead, Smirnoff and 72andSunny needed to monitor those trending topics and produce a steady stream of cocktail ideas that would always feel "of the moment. Every week, the team monitored social conversations to plan drink recipes around scheduled occasions, such as holidays and sporting events, and spontaneous ones, like storms and—believe it or not—Supreme Court decisions.

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And when the US Supreme Court legalized gay marriage in all 50 states, it introduced the "Equalitea" Smirnoff Peach, iced tea, peaches, mint. The team would spend the early part of the week following social chatter with the goal of publishing a recipe by Thursday or Friday.

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They also began issuing briefs a month in advance to prepare for predictable events, such as Movember "The Stacherac" and the series finale of " Mad Men" "The Madison Avenue". In addition, although the initial strategy called for a heavy emphasis on video, the team soon found that the clips they produced were not performing as well on Twitter and Instagram as they were on Facebook. While the rest of the category dipped 1.

The recipe videos and images resulted in industry-leading social metrics. Engagement see graph, right , and media efficiency Facebook cost per impression: While the overall flavored-vodka category has shown signs of slowing in recent years, vodka remains a highly competitive category.

A lot of the people we were talking to were curious about cocktail culture, but needed a guide. Our audience wants to be creative and invent and make cocktails. All these assets are created by Hecho en 72, which is an in-house production facility [at 72andSunny], so we have a consistent team who engage with experts in making them. For example, The Drinks Engine quickly acted upon noticing, via social monitoring, that watermelon was becoming a popular ingredient in food and drink recipes. It was launched in by a descendant of the original producer. Average Price Range ex-tax 85Rb - 1,Rb.

Wines produced by Smirnoff Sorted by search frequency. Based on scores from a wide range of critics. To see how Wine-Searcher uses average pricing and professional wine critic scores on this page, please see Average Wine Prices and Wine Scores. To find out about popularity, please see Wine Ranks. Russian Federation - Change. RUB - Change Currency.

Smirnoff Peppermint Twist Flavored Vodka. Smirnoff Ice Malt Beverage.

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Smirnoff Kissed Caramel Flavor Vodka. Smirnoff Fluffed Marshmallow Flavored Vodka. Smirnoff Red White and Berry Vodka.