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.............................. Smirnoff Ice
Logo and Trademark..............................
Smirnoff started as a vodka distillery founded in Moscow, by Piotr Arsenieyevich Smirnov. The Smirnoff brand is now distributed in 130 countries and includes flavored vodka and malt beverages. It is now owned by British drinks giant Diageo. Smirnoff vodka is both the best selling vodka and the best selling high-priced distilled spirit in the world as of March 2006. During the 1990s one of Piotr Smirnov's descendants started producing Smirnov (Смирновъ in Ukraine) vodka in Ukraine, claiming to be "The Only Real Smirnov". After a number of lawsuits Smirnoff successfully claimed back the trademark, whilst in 2006 Diageo tied up a joint venture deal with the Смирновъ company.
The Smirnoff company has the naming rights to the Smirnoff Music Centre, a concert amphitheatre in Dallas, Texas. They also sponsor 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"). There are two different products by the name of Smirnoff Ice. One, sold in the United States and France, is a citrus-flavoured malt beverage (5% ABV) sold in 'Original,' and 'Triple Black.' The other, sold in Europe (excluding France), Latin America, Australia and Canada, is a premixed vodka drink (4.7% (7% in Canada and Australia)o ABV).
In recent years, Smirnoff has launched many other malt beverage lines. Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as Mandarin Orange and Green Apple. 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. Current flavors include Watermelon, Wild Grape, Pomegranate Fusion, Arctic Berry (Blueberry), Green Apple Bite and Raspberry Burst.
The next line of Smirnoff's malt beverages to hit shelves was their "Raw Teas" in flavors like Peach and Raspberry. This product line has been marketed most notably with the "Tea Partay" music video and website. It is similar to the brand Twisted Tea.
The newest product from Smirnoff is Smirnoff Source, an ultra-premium beer-alternative created with alcohol and spring water released in May of 2007. It is citrus flavored and lightly carbonated with 3.5% ABV. It comes in pint bottles (16oz) only. Despite the lower-alcohol content, one 16oz bottle of Smirnoff Source contains more alcohol than a 12oz bottle of many popular American beers. Source is available in 15 northeastern U.S. states including Michigan, Ohio, West Virginia, New York, Pennsylvania, Maryland, Delaware, Washington, DC, Connecticut, Massachusetts, Rhode Island, Vermont, New Hampshire and Maine. Source will also begin appearing in nightclubs in Las Vegas, Los Angeles and Miami.
A line of fruit flavoured vodkas with the "Twist" moniker appended on the end of the name have also been introduced. Flavors include Green Apple, Orange, Cranberry, Raspberry, Citrus (Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, and, most recently, Blueberry. Smirnoff trialed in the UK and Canada during 2004 a new blend of vodka entitled Smirnoff Penka. Marketing and distribution was handled by The Reserve Brands of Diageo plc. As of 2007 Penka continues to be available in the UK.
For the past two years The Smirnoff Co. has organised Smirnoff Electric Cabaret a night that showcases and celebrates some of the most original nightlife and entertainment around. Described as exhilarating, eclectic and progressive, the first Smirnoff Electric Cabaret took place on 12 October 2006 at London’s Koko[3] and featured an exciting mix of acts including Fischerspooner, champion beatboxer Foz, contemporary mime artist Johann Lipowitz and man-becomes-balloon Bruce Airhead.
Smirnoff Electric Cabaret will be returning to Koko, in Camden on 22 November 2007. The night will once again feature hand-picked contemporary cabaret acts and performers including aerial acrobats, magicians and beat-boxers. Acts scheduled to perform include US indie-rockers OK Go, DJ Kissy Sell Out the 23 year-old electro wizard currently taking UK clubs by storm, Parisian rockers Fancy and Belgian electronic outfit Goose. In addition to live entertainment the event will also feature original Smirnoff signature cocktails and introduce unique ways of serving drinks including the chance to choose a drink by scent, using specially-designed ‘snifters’ (hand-blown glass nosing tubes)and drinks tapas for a new take on cocktail tasting.
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