Smirnoff has developed four new “intense, high-energy” flavours for the chilled shot occasion, and teamed up with two North American musicians to celebrate their launch.
Smirnoff Electric will be available in an initial range of four flavours: berry, apple, mandarin and guarana. With a look as bold as the taste, the bottle features fluorescent colours that activate under black light to stunning visual effect.
Smirnoff vice-president innovation Tom Herbst said: “As the world’s number one premium spirit brand by volume, we’re consistently firing up our innovation engine at Smirnoff to create products of true distinction. We are driven by a spirit of inclusivity and we are obsessed with inventing bold products that will add a ton of fun to any occasion – from five stars to dive bars. Smirnoff Electric spirits are the first global launch in our new bold range of products, and its intensely delicious flavour and neon design makes it the perfect shot to bring your group together.”
The Diageo-owned brand will celebrate the launch by fuelling the ultimate global music collaboration, known as #WhatWeBring. It has partnered with musicians Kiesza and Djemba Djemba, making their song Give it to the Moment the music for the #WhatWeBring movement globally.
Herbst continued: “We see a global generation emerging who simply believe the world should be a more inclusive place. At Smirnoff, we believe that too. #WhatWeBring is more than a single music track, and more than a new product release. It’s a global social movement that is driven by Smirnoff’s core purpose – inclusivity. The Smirnoff brand has partnered with a host of like-minded international artists and storytellers, with Kiesza and Djemba Djemba’s unique collaboration on the song Give it to the Moment giving rhythm to the movement.
“Smirnoff’s purpose is to invite people to openness, acceptance and engagement as a way to good times for the many. Our ambition is to be useful; to provide the inspiration, tools and occasions that remove barriers to inclusion.”
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