Smirnoff No 21 Vodka: The world's leading vodka.
Results 2007
- 23.2 million 9-litre cases
- 6% volume growth
- 9% net sales growth
Top five markets
- US
- Great Britain
- Canada
- Brazil
- South Africa
How we produce Smirnoff
Smirnoff starts with the best grain spirit and involves an unparalleled 24-hour distillation process.
First, the finest quality yeast and grain is selected, prepared and fermented. This is an extremely delicate and complicated process where the yeast cell converts the sugar in the mash to ethanol. Using a triple distillation process and filtering through hardwood charcoal to absorb impurities, the resulting strong, intensely pure alcohol is then blended with de-mineralised water to reduce the vodka to bottling strength. Samples are scrupulously analysed for quality and consistency before passing through a final tenth filter. The result is known and enjoyed by consumers around the world as Smirnoff.
The history behind Smirnoff
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1860's |
Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow,Trading House of PA Smirnov. |
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1870's |
Andrew Albanov, a chemist, discovered the absorption qualities of charcoal. Smirnov became the first to use charcoal for vodka filtration and introduced continuous distillation for consistent product quality. |
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1900's |
After the 1917 Russian Revolution, the Bolsheviks confiscated all private industry in Moscow and converted the Smirnov distillery into a state garage. |
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1920's |
Fleeing Russia for his life, Vladimir, one of Smirnov’s sons, ended up in Paris.He adopted the French version of the family name, Smirnoff. Vladimir met Rudolf Kunett, a native Russian who worked in the U.S., and together they decided to find out if Smirnoff would appeal to the U.S market. |
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1930's |
Production begins in the U.S, but Vodka is little known to the American consumer. |
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1940's-1960's |
With the introduction of vodka cocktails the brand grows in the US and internationally. |
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1999 |
Smirnoff Ice launched. |
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2000 |
Smirnoff Twist flavoured vodkas launched. |
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2002 |
Smirnoff Black Ice launched. |
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2003/4 |
Smirnoff brand relaunched.
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Did you know?
- In a blind test of 21 vodkas, conducted in 2005 by The New York Times, Smirnoff was named as the clear favourite.
- James Bond immortalised the Vodkatini through his preferred ‘shaken, not stirred’ preparation in the 1962 film ‘Dr. No’. The brand was most recently seen in the remake of ‘Casino Royale’.
- The world’s best selling premium spirit, Smirnoff sells over 25 million 9-litre cases every year.
- In 2006, Smirnoff introduced pre-made cocktails to the United States, allowing consumers to enjoy a Smirnoff Grand Cosmopolitan, among other flavours, at home.
- Smirnoff vodka was named Gold Medal winner at the San Francisco World Spirits Competition 2003.
Brand variants
Distributed in around 130 countries on six continents, Smirnoff is available in a number of variants, including:
Smirnoff No. 21 or Red, as it is often known
Unique, characterful and copper pot distilled, Smirnoff Black
Bold Smirnoff Blue
Pale blue Smirnoff Norsk, flavoured with Nordic berries
Smirnoff Signatures, a range of pre-mixed cocktails
Smirnoff Twist, a range of flavoured vodkas including tastes such as watermelon, raspberry, citrus, passion fruit, cranberry, orange, cherry, strawberry, lime, vanilla and green apple. Vanilla Twist won a gold medal at the 2003 San Francisco World Spirits Competition
Smirnoff Ice and its crisp sibling, Smirnoff Black Ice, ready to drink variants that created an entirely new segment in beverage alcohol during introduction in 1999.