Smirnoff launches Electric liqueurs into bars and clubs

Smirnoff Electric

Diageo is launching new liqueurs as part of its Smirnoff vodka brand in Britain, linking into electronic dance music.

The two new Smirnoff Electric liqueurs are Berry and Mandarin, available exclusively in the on-trade. At 29% ABV, they come in bottles featuring fluorescent colours that illuminate under black light.

For the launch, Diageo has partnered musicians Kiesza and Djemba Djemba on their song “Give It To The Moment”, with a video that features a montage of storylines including a same-sex wedding celebration on a crowded Bangkok street involving revellers from all walks of life.

It is part of the brand’s global platform, the #WhatWeBring movement, which aims to capture and celebrate diversity in all its forms – different ages, races, genders, sexuality, cultures and styles – through electronic dance music.

Smirnoff Electric liqueurs have been introduced for the chilled shot occasion, which is typically a high-energy part of the night. They debuted in 200 on-trade outlets in England and Scotland over the weekend.

Launching into other markets around the world, the range also includes Apple and Guarana flavours which are not currently available in GB.

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