Smirnoff rewards licensees through loyalty campaign

smirnoff group insideDiageo GB has launched an incentive programme for Smirnoff vodka in the licensed trade to increase engagement and loyalty.

Running until the end of this year, the loyalty campaign rewards pubs, bars and clubs with thousands of prizes offering functional support to drive the spirit’s sales, communicated through neck collars on 1.5-litre bottles.

Prizes include Sky Sports/BT Sports packages for one year worth £2,000, cases of wet stock every month for one year worth £1,560, TVs worth £500 and a range of Smirnoff point-of-sale materials such as Smirnoff ice buckets, bar caddies, stirrers, bespoke pitchers, posters and stirrers.

Smirnoff is also offering “money can’t buy” experiences based on sales activity and performance.

Part of a £10million investment programme to grow the brand, activity also includes advertising and media partnerships.

Communication will focus on reaffirming Smirnoff’s “exceptional quality and purity” and underline how Smirnoff has been “leading the cocktail revolution since 1941 and continues to be at the forefront of innovation” with a range of blends such as cinnamon-flavoured liqueur Smirnoff Gold.

It ties in with Diageo celebrating Smirnoff’s 150th anniversary, based on its roots in a vodka distillery founded in Russia in 1864 by PA Smirnov.

Louise McKerrow, brand director for Smirnoff Western Europe at Diageo, said: “With Smirnoff celebrating its 150th anniversary this year, we felt there was no better time to shout about the quality and heritage of the brand, and demonstrate our support and commitment to the on-trade across the UK.

“By bringing our quality and heritage credentials to life, underpinned by offering great outlet support, we are hoping this campaign will really boost publicans’ engagement with Smirnoff and help them drive sales within this growing category.”

The new campaign supports not only Smirnoff Gold, which was launched last year, but the brand’s signature serve of a Smirnoff Apple Bite, mixing the vodka with apple juice and lemonade.

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