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Smirnoff Vodka 
Smirnoff is the largest selling Vodka in the world, Off the wall advertising helped to make Smirnoff Vodka the standard in Vodka. Vodka is at present the most hip spirit globally and Smirnoff is it biggest star. Smirnoff and Vodka in general has made its mark for it mix ability in Cocktail & its simplicity. Smirnoff Vodka has been seen as a fun product making every young girl who starts drinking want to drink Smirnoff Vodka and every guy has wanted to buy himself and his girl a Smirnoff Vodka cocktail, firstly so he gets lucky later on and because drinking Vodka has been seen as ultra cool. Now Smirnoff who lead the way in fun are trying to promote themselves as being super premium vodka, that is as good as Grey Goose, Belvedere or any other Vodka, you see the Tiny Boppers vodka drinkers of the last generation are now successful business women who now wish to be seen drinking premium Vodka. Only problem is Smirnoff is not a Premium product, even in the area of house vodka's new better products are slowly eating into its market share. One example is in my home town of Sydney where Vodka O a wonderful organic Vodka is popping up in bar everywhere, Skyy vodka from the USA is another example of this. This has also lead to Smirnoff creating some higher end Vodkas like Smirnoff Black. 
I personally feel that this been a major mistake by Smirnoff, if we go back a decade Smirnoff had the most popular flair bottle on the planet, every bartender who could do any flair wanted Smirnoff in their bar. Smirnoff is still the most popular Vodka in the world but it is a product in decline, Vodka has had its day, the next generation are turning to Rum & Gin. The owners of Smirnoff, Diageo are struggling financially so this product who was possibly the biggest liquor product of the 90's and this century will now slowly fade, but what a run it had, when most people talk about their love of Vodka, they actually talked about their love of smirnoff Smirnoff is a vodka distillery founded in Moscow. The Smirnoff company dates back to its creation in the 1860's by Piotr Arsenieyevich Smirnov. His distillery was the first in the world to use the charcoal filtering process. By 1886 the Smirnov factory received the official purveyors to the Imperial Russian court mark. Piotr Smirnov died in 1910 and was succeeded by Vladimir Smirnov. The company flourished and produced more than 4 million cases of vodka per year. During the October Revolution, the distillery was confiscated and the family had to flee. Vladimir Smirnov re-established the factory in 1920 in Istanbul. Four years later he moved to Lwow and started to sell the vodka under the contemporary French spelling of the name, "Smirnoff". The new product was a success and by the end of 1930 it was exported to most European countries. An additional distillery was founded in Paris in 1925. 
However, the Great Depression made Vladimir Smirnov sell the brand to an American, Rudolph Kunett, in 1934 who moved the company to the USA. Thanks to the introduction of Vodka Cocktails and successful advertisement campaigns Smirnoff Vodka is the best selling vodka in the world. It is now owned by British drinks giant Diageo. During the 1990's in Russia one of the Piotr Smirnov offspring started to produce Smirnov vodka, claiming to be "The Only Real Smirnov". After a number of lawsuits Smirnoff successfully claimed the trademark back , whilst in 2006 Diagio tied up a joint venture deal with the Smirnov 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. 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). The other, sold in Europe (excluding France), Latin America, and Canada, is a premixed vodka drink (4,7% ABV). 
In North America and Australia they have also introduced a line of new flavoured vodkas with the "Twist" moniker appended on the end of the name, such as Smirnoff Raspberry Vodka Twist. Other flavours include Green Apple, Orange, Grape, Cranberry, Raspberry, Citrus, Vanilla, Strawberry and Watermelon. 
Vodka sold under the Smirnoff brand in Australia is manufactured in New Zealand and is 37.5% ABV; it is considered to be inferior to other Smirnoff vodkas, whilst Smirnoff Penka is a premium Polish vodka.  |
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