Smirnoff, a name synonymous with the best in vodka, from the stables of Diageo brands Nigeria, has unveiled a new variant called Smirnoff Ice Double Black with Guarana amid fanfare.
The Double side party was held at the most unconventional of places, a thriving auto workshop turned into a party venue.
Arriving at the party located in Lagos, guests were eager to experience a different type of fun holding a party at the most unusual of places, an auto workshop.
Smirnoff Ice Guarana is a mix of Smirnoff Vodka blended with soda and extracts of Guarana. It joins the existing family of Smirnoff vodka and Smirnoff Ice Red.
At the launch of the new brand, Liz Ashdown, Head of Marketing, Spirits and Ready-to-drink (RTD), said Guinness Nigeria is driven by innovation and the company is committed to launching products that meet more of their consumers’ needs and occasions.
“Smirnoff Ice Guarana has been produced to satisfy the quest of our younger consumers, who are of the legal drinking age and want to make less obvious choices because that’s what makes their nights better and more memorable. The refreshing taste of this new Smirnoff variant is the outcome of an extensive research that resulted in the right blend of the best ingredients,” says Liz Ashdown.
Regarding the prospect of the new variant competing with existing variants, Ashdown said that “we have provided consumers with greater choice and with a drink that is more relevant for higher tempo occasions than many other offerings in the market.
“The #doubleside idea is the celebration of an alternative side of life –be that of places doubling as something more epic or oneself that is more expressive and open to new experiences. The double side party brought this to life through the unexpected performances and location – an auto workshop doubling as a party venue at night.”
The Smirnoff team said that a series of consumer activities across major cities have been planned for the product launch, starting in July through the end of the year 2015.