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Smirnoff

WorldBrand briefing

AI supplement

Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

Smirnoff is a globally leading vodka brand, originally founded in Russia. It has expanded to be sold across more than 130 countries, recognized for its neutral, clean taste and widespread use in classic mixed drinks. The brand has experienced multiple ownership transfers over its history and has long ranked among the top-selling distilled spirits worldwide.

Key moments

  • 1864Pyotr Arsenievich Smirnov establishes a vodka distillery in Moscow
  • 1917The Smirnov family flees Russia after the October Revolution, bringing the brand's core recipe overseas
  • 1930sAmerican distributor Heublein acquires Smirnoff's US distribution rights and launches local production
  • 1980sGrand Metropolitan plc acquires the brand, which later merged into beverage giant Diageo
  • 2006Diageo announces Smirnoff as the world's best-selling distilled spirit brand
  • 2014Retains its position as the global top-selling vodka brand per industry market reports

Smirnoff operates across the mainstream and premium segments of the global vodka market, with its competitive landscape and strengths as follows:

Core Competitive Advantages

  1. Mass-market accessibility: Affordable pricing that appeals to casual drinkers, bar operators and entry-level cocktail enthusiasts
  2. Global reach: Localized production facilities in dozens of countries to comply with regional regulations and adapt to local taste preferences
  3. Diverse product portfolio: Offers a wide range of flavored vodkas and ready-to-drink malt beverages beyond traditional plain vodka
  4. Cultural brand recognition: Long-standing partnerships with major pop culture franchises like the James Bond film series to boost global visibility

Key Direct Competitors

  • Absolut Vodka: Swedish premium brand owned by Pernod Ricard, focused on minimalist heritage marketing
  • Grey Goose: Ultra-luxury vodka line under Bacardi, targeting high-end cocktail consumers
  • Ketel One: Diageo's own premium vodka sub-brand, positioned above Smirnoff's mainstream offerings
  • Tito's Handmade Vodka: US-based artisanal brand gaining rapid traction in the domestic American market
  • Affordable mass-market pricing strategy to capture broad consumer demand
  • Extensive global distribution with localized production
  • Wide product range including flavored vodkas and pre-mixed drinks
  • Key competitors include Absolut, Grey Goose, Ketel One and Tito's

Smirnoff holds a dominant, long-standing position in the global vodka market, operating as one of the highest-volume distilled spirits brands worldwide. Built on a heritage dating back to the 19th century, the brand has successfully adapted to shifting consumer trends while retaining its core identity as an accessible, versatile spirit for casual drinking and cocktail use. Its broad product portfolio, spanning traditional plain vodka, innovative flavored variants, and ready-to-drink products, allows it to capture share across multiple consumer segments, from entry-level drinkers to experienced cocktail enthusiasts. Backed by the global infrastructure and marketing resources of parent company Diageo, Smirnoff maintains strong competitive positioning against both premium niche brands and emerging artisanal competitors.

The brand benefits from deep cultural recognition, honed through long-standing partnerships with high-profile global entertainment properties such as the James Bond film franchise. This cultural embeddedness helps it maintain consistent visibility across generations of consumers, while ongoing product innovation allows it to keep pace with changing tastes, including growing demand for flavored and ready-to-drink alcoholic beverages. While competition has intensified in mature markets like the United States, Smirnoff continues to grow its footprint in fast-expanding emerging markets across Asia, Africa, and Latin America.

Brand leadership

Score: 88/100

Smirnoff holds clear category leadership in the global vodka market, consistently ranking as the top-selling vodka brand by volume for decades. Its broad market coverage allows it to compete across mainstream and value-added premium segments, and it has set industry trends for flavored vodka and ready-to-drink spirit innovation that competitors have followed.

Consumer-brand interaction

Score: 79/100

Smirnoff maintains active consumer engagement through social media campaigns, music and entertainment event sponsorships, and partnerships with major global pop culture franchises. It targets younger consumer demographics effectively through digital marketing, though interaction intensity is slightly lower than more niche, community-focused artisanal vodka competitors.

Brand growth momentum

Score: 72/100

Smirnoff posts steady growth in emerging markets, where expanding middle-class populations drive rising demand for globally recognized spirits. Growth has moderated in mature markets like the U.S. due to increasing competition from local artisanal brands, but ongoing new product launches have kept overall brand momentum positive.

Brand stability

Score: 90/100

With over a century of consistent market presence, Smirnoff exhibits very high brand stability, with strong consumer loyalty and sustained global recognition. Backed by the financial and operational resources of parent company Diageo, it has navigated economic downturns and shifting industry trends without significant erosion of its core market position.

Brand heritage age

Score: 85/100

Smirnoff traces its origins to a 19th-century Russian distillery, giving it a long, storied brand heritage that builds consumer credibility. Despite multiple ownership transfers over its history, the brand has preserved its core identity and leverages its historical legacy as a key marketing asset for global consumers.

Industry category profile

Score: 82/100

Smirnoff is one of the most recognizable names in the global distilled spirits industry, with name recognition that extends far beyond core vodka consumers. Its ubiquitous presence in bars, retail outlets, and popular culture has made it a benchmark for mass-market spirit brand performance globally.

Global market penetration

Score: 92/100

Smirnoff is distributed across more than 130 countries worldwide, with localized production facilities in dozens of regional markets to comply with local regulations and reduce distribution costs. It adapts its flavor offerings and marketing to align with local consumer preferences, achieving far higher global penetration than most competing vodka brands.

AI-generated analysis can support preliminary reasoning around Smirnoff's brand value based on publicly available market data and observed brand performance trends. All value estimates derived from this type of analysis are illustrative only, and are not audited or validated for official commercial use. For a fully audited, official brand value assessment for Smirnoff, contact the World Brand Lab.

Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898), but its modern incarnation traces back to the 1930s, by American liquor distributor Heublein.[1] Distributed in 130 countries,[1] it is manufactured in different countries depending on market, but is not currently produced in Russia or anywhere in Eastern Europe.

Smirnoff products include vodka, flavoured vodka, and malt beverages. In 2014, Smirnoff was the best selling vodka around the world.[2]

The vodka is unaged, made using a traditional filtration method developed by P. A. Smirnov. Recipe No. 21 was created by Smirnov's son Vladimir after escaping Russia during the October Revolution.[3][4]

History

Pyotr Arsenyevitch Smirnov (9 January 1831 – 29 November 1898) founded his vodka distillery in Moscow under the trade name PA Smirnov in 1864, pioneered charcoal filtration in the 1870s, and by 1886 had captured two-thirds of the market in Moscow by virtue of the first use of newspaper advertising while suppressing clerical calls for temperance by generously contributing to the clergy. Russian royalty reportedly regarded Smirnov as a favourite. When Pyotr died, his third son Vladimir succeeded him. The company flourished and produced more than four million cases of vodka per year.

When the Tsar nationalized the Russian vodka industry in 1904, Vladimir Smirnov was forced to sell his factory and the brand. During the October Revolution of 1917, the Smirnov family fled the country. In 1920, Vladimir Smirnov established a factory in Constantinople (present day Istanbul). Four years later he moved to Lwów (then in Second Polish Republic, now Lviv in Ukraine). He renamed the vodka "Smirnoff". It sold marginally well but not nearly as it had in Russia prior to 1904. Although an additional distillery was founded in Paris in 1925, sales remained far less than that produced in Russia.

In the 1930s, Vladimir met Rudolph Kunett, a Russian who had emigrated in the 1920s to New York, and had succeeded in business. The Kunett family had been a supplier of grain to Smirnov in Moscow before the Revolution. In 1933, Vladimir sold Kunett the rights to Smirnoff vodka production and sales in North America. Kunett then returned to the United States, quit his sales job, and established his first North American distillery in Bethel, Connecticut, after the end of Prohibition in 1933. However, the business in North America was not as successful as Kunett had hoped. By 1938, Kunett could not afford the sales licenses, and contacted John Martin, president of Heublein, a company that specialized in the import and export of liquors and foreign foods. Using the $14,000 that the Heublein company made from a new product that ended up saving them from bankruptcy, Martin bought the rights to Smirnoff in 1939. His board thought he was mad. Americans were traditionally whiskey drinkers unfamiliar with vodka and so sales were slow. Sales picked up considerably after Heublein advertised it as a "white whiskey" with "no taste, no smell" sealed with whiskey corks.[5]In 1982, the R. J. Reynolds Tobacco Company acquired Heublein Inc. for $1.4 billion. Its successor, RJR Nabisco, sold the division to Grand Metropolitan in 1987. In 1985 Heublein Corporate Audit Manager Hanson J Kan had recommended to Heublein that it acquire the Grand Metropolitan IDV Smirnoff licensee and its global locations.[6] Grand Metropolitan merged with Guinness to form Diageo in 1997.

Since the 1990s

During the 1990s, one of Pyotr Smirnov's descendants started producing Smirnov (Смирновъ) vodka in Russia, claiming to be "The Only Real Smirnov."[7] After a number of lawsuits, Smirnoff successfully reclaimed its trademark, while in 2006 Diageo concluded a joint venture deal with the Smirnov company.[8]

The Smirnoff company had the naming rights to the Smirnoff Music Centre, a concert amphitheater in Dallas, Texas, from 2000-08.[9] It also sponsored 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 (see "Alcopops").

There are two different products by the name of Smirnoff Ice: one, sold in France and the United States, is a citrus-flavoured malt beverage (5.0% ABV) with variants in "Original", and "Triple Black". The other, sold in Europe (excluding France), Latin America, Australia and Canada, is a premixed vodka drink. It also has variants in "Original" and "Black Ice" (or in some markets, "Triple Black" or "Double Black"), ranging from 4.5% in the UK, to 7% ABV in different markets.

The Smirnoff Ice marketed in the United States contains no vodka, according to the official Smirnoff website.[10] It is more similar to beer than to vodka, primarily because it is brewed. However outside of the US and countries who receive US manufactured vodka it does contain Smirnoff Vodka No. 21.

Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as Mandarin Orange and Green Apple. The confusion in branding between Smirnoff Twist Vodka and Smirnoff Twisted Malt Beverage resulted in the decision to drop the "Twisted" from the flavored line of Smirnoff Ice. It is sold in 22 oz. (650 ml) bottles and six-packs of 12 oz. (355 ml) bottles. The next line of Smirnoff's malt beverages to be produced was "Raw Tea", similar to the brand Twisted Tea. It came in flavors such as Lemon, Peach, Raspberry and Green Tea. This product line was marketed most notably with the "Tea Partay" music video and website. It was sold in six-packs of 12 oz. (355 ml) bottles. It was discontinued in sometime in 2009.

Smirnoff Source, a lightly carbonated beer-alternative, was released in May 2007. It is citrus-flavoured and made with alcohol (3.5% ABV) and spring water and is sold in 4-packs of 1-quart (947 ml) bottles.

A line of 22 flavoured vodkas (based on the No. 21 Red Label) with the "Twist" moniker appended on the end of the name have also been introduced. Flavours include Green Apple, Orange, Cranberry, Raspberry, Citrus (Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, Blueberry, White Grape, Melon (Honeydew/Cantaloupe), Pomegranate, Passion Fruit, Pear, Peach, Pineapple, Mango, Coconut, and most recently Amaretto.

In 2004, Smirnoff trialled a new blend of vodka in the UK and Canada called Smirnoff Penka. Marketing and distribution were handled by The Reserve Brands of Diageo plc. As of 2007 Penka is no longer available in the UK.[11]

In a 2005 New York Times blind tasting of 21 vodkas, Smirnoff won as the "hands-down favorite".[12]

In 2010, Smirnoff introduced the Cocktail Range. Pomegranate Martini with Meyer Lemon-flavoured Liquor and pomegranate juice, Mojito with a dash of mint and Kaffir lime and Grand Cosmopolitan with cranberry juice.[13] Tuscan Lemonade and Savannah Tea were later added. In 2014, Smirnoff introduced Smirnoff Sours vodkas, available in Fruit Punch, Watermelon, Green Apple, and Berry Lemon.

A 2013 study found that Smirnoff malt beverages were the second-most popular brand specific alcohols consumed by underage youths in the United States.[14]

In 2016, Smirnoff introduced two new Smirnoff Ice flavors: Electric Mandarin and Electric Berry. Also in 2016, Smirnoff introduced the new Spiked line, available in Original, Screwdriver, and Hurricane Punch, as well as their Sourced line of fruit juice vodka, available in Ruby Red Grapefruit, Pineapple and Cranberry Apple.

In 2019, Smirnoff Ice partnered with luxury brand Cremsiffino.[15]

In 2020, Diageo introduced sugar-free Smirnoff Ice, with 4.5% ABV.[16]

Smirnoff was mistakenly targeted for boycotts during the Russian invasion of Ukraine; however, despite its Russian origin, the brand is owned by British company Diageo and for the US market is manufactured in Illinois.[17]

Manufacture

Smirnoff is currently manufactured in the following countries:

Despite Smirnoff's founder being Russian, the modern incarnation of Smirnoff is traced back to an American company, Heublein. Smirnoff is not currently manufactured in Russia.

  • Argentina
  • Australia (made in Huntingwood, Western Sydney using neutral spirits from Manildra in Nowra, New South Wales[18][19])
  • Brazil
  • Canada
  • Great Britain
  • Italy
  • Jamaica
  • Kenya
  • India
  • Indonesia
  • United States
  • El Salvador

Smirnoff numbers

Most Smirnoff products have an identifying number that is displayed on the label. Some of these numbers are:

The basic Smirnoff vodka – number 21 – has performed well at spirit ratings competitions. It was awarded a double gold medal (the highest award) at the 2009 San Francisco World Spirits Competition.[20]

  • 21: Smirnoff Red Label, 37.5% or 40% ABV (location dependent).
  • 27: Smirnoff Silver Label Vodka, 45.2% ABV.
  • 55: Smirnoff Black, 40% ABV. A small-batch vodka that is produced in copper stills.
  • 57: Smirnoff Blue Label Vodka, 45% or 50% ABV (location dependent)
  • 60: Smirnoff Vladimir, 40%. Available only in Poland.
  • 73: Smirnoff Black Ice Triple Filtered, 7.0% ABV.

Flavored vodkas

These are numbered Smirnoff vodkas with flavouring added.

  • 21: Smirnoff North (previously Smirnoff Norsk). This is the classic Smirnoff No. 21 Red Label vodka flavoured with Nordic berries. In the United Kingdom and some other markets, it is called Smirnoff Nordic Berries.
  • 21: Smirnoff Classic Mix. Smirnoff No. 21 vodka premixed with either lime soda or cola in a 70-cl bottle.
  • 21: Smirnoff "Expertly Mixed". Smirnoff No. 21 vodka premixed with cola or tonic water in a 250-ml can. Cola mix is 6.4% ABV, tonic is 7.5% ABV.
  • 21: Smirnoff Vodka and Cranberry Juice. Smirnoff No. 21 vodka premixed with Ocean Spray Cranberry Juice in a 250-ml can.
  • 21: Smirnoff Mule. Smirnoff No. 21 vodka premixed with ginger beer and lime, 4.8% ABV.
  • 21: Smirnoff Espresso. Coffee-flavoured Smirnoff No. 21 vodka, 37.5% ABV.[21]
  • 21: Smirnoff Peppermint Twist, 30% ABV. Holiday release 2015
  • 21: Smirnoff Sours Green Apple. Smirnoff No. 21 Red Label vodka flavoured with green apple in a 500-ml, 750-ml, or 1 liter bottle. [2014]
  • 21: Smirnoff Sours Fruit Punch. Smirnoff No. 21 Red Label vodka flavoured with fruit punch in a 500-ml, 750-ml, or 1 liter bottle. [2014]
  • 21: Smirnoff Sours Watermelon. Smirnoff No. 21 Red Label vodka flavoured with watermelon in a 500-ml, 750-ml, or 1 liter bottle. [2014]
  • 21: Smirnoff Sours Berry Lemon. Smirnoff No. 21 Red Label vodka flavoured with berry and lemon in a 500-ml, 750-ml, or 1 liter bottle.
  • 57: Smirnoff Dark Roasted Espresso. Espresso-flavored vodka, 50% ABV.
  • 57: Smirnoff Spiced Root Beer. Root beer-flavored vodka, 50% ABV.

Malt beverages

  • 63: Smirnoff Twisted V Green Apple
  • 64: Smirnoff Ice Pomegranate malt beverage, 5.5% ABV
  • 66: Smirnoff Ice Raspberry Burst malt beverage, 5.0% ABV
  • 66: Smirnoff Twisted V Raspberry malt beverage
  • 67: Smirnoff Twisted V Mandarin Orange malt beverage
  • 68: Smirnoff Twisted V Black Cherry malt beverage
  • 69: Smirnoff Twisted V Watermelon malt beverage
  • 70: Smirnoff Ice Watermelon malt beverage
  • 71: Smirnoff Ice Triple Filtered malt beverage, 5.6% (4% in some locations) ABV.
  • 72: Smirnoff Ice, 5% ABV. In the United States, it is a malt beverage; elsewhere it is vodka-based. Labeled as "Spin" in South Africa.
  • 73: Smirnoff Black Ice, 7% ABV. In the United States it is a malt beverage; elsewhere it is vodka-based. Labelled as "Storm" in South Africa.
  • 74: Smirnoff Ice Triple Black. A lime-flavoured malt beverage sold in the United States, 4.5% alcohol.
  • 75: Smirnoff Ice Double Black. Sold in Australia, South Korea, and New Zealand. A variation with added Guarana is sold in South Africa & Nigeria. 6.5% ABV
  • 76: Smirnoff Ice. Sold in Canada. 7% ABV
  • 83: Smirnoff Ice Wild Grape malt beverage, 5% ABV
  • 84: Smirnoff Twist Arctic Berry
  • 85: Smirnoff Twisted Raspberry. Sold in Canada.
  • 92: Smirnoff Twisted Green Apple. Sold in Canada. 7% ABV
  • 97: Smirnoff Ice Triple Filtered. Sold in Germany and Portugal. 3% ABV
  • 103: Smirnoff Twisted V Arctic Berry
  • 110: Smirnoff Ice Double Black & Cola
  • 120: Smirnoff Ice Spice. Sold in Japan.

Products without numbers

Some Smirnoff products do not have a number on the label.

Flavoured vodkas

  • Smirnoff Fluffed Marshmallow. Marshmallow-flavored vodka, 30% ABV.
  • Smirnoff Iced Cake. Cake-flavored vodka, 30% ABV.
  • Smirnoff Kissed Caramel. Caramel-flavored vodka, 30% ABV.
  • Smirnoff Whipped Cream. Whipped cream-flavored vodka, 30% ABV.
  • Smirnoff Root Beer Float. Root beer float-flavored vodka, 30% ABV.
  • Smirnoff Cinna-Sugar Twist. Cinnamon sugar-flavored vodka. 30% ABV.
  • Smirnoff Wild Honey. Honey-flavored vodka. 30% ABV.
  • Smirnoff White. Premium Vodka Distilled at Sub-Zero Temperatures for a smoother taste. 41.3% ABV.
  • Smirnoff Red, White and Berry. Assorted berry flavored vodka, launched as part of the 2016 presidential election. Limited edition. 30% ABV.
  • Smirnoff Spicy Tamarindo. 25% ABV.

Smirnoff Sourced

  • Smirnoff Sourced Ruby Red Grapefruit. Grapefruit-flavoured vodka with real juice added.
  • Smirnoff Sourced Pineapple. Pineapple-flavoured vodka with real juice added.
  • Smirnoff Sourced Cranberry Apple. Cranberry-Apple flavoured vodka with real juice added.

Smirnoff Ice cocktails

  • Smirnoff Ice Peach Bellini
  • Smirnoff Ice Screwdriver
  • Smirnoff Ice Watermelon Mimosa

Smirnov vodka

Smirnov can be seen as the Russian version of Smirnoff vodka. It is made by the Smirnov Trading House, a company that is part of a joint venture by Russia's Alfa Group and Diageo set up in February 2006.[22] The full title of the Smirnov Trading House is The Trading House of the Heirs of P.A. Smirnov.

Smirnov's Vodkas

These are not to be confused with Smirnoff's Red-, Gold-, and Black-label vodkas.

  • Smirnov No.21 Vodka [50 cl, 70 cl or 1 liter bottle (40% ABV)] Red and White label with gold border. The vodka, like its Western cousin, is charcoal-filtered.
  • Smirnov ЗОЛОТАЯ (Zolotaya > "Golden") Vodka [61 cl bottle (40% ABV)] Brown and Tan label with gold border. The vodka passes through a second gold-alloy filter for a smoother taste.
  • Smirnov ИМПЕРИАЛЪ (Imperial > "Imperial") Vodka [61 cl bottle (40% ABV)] Black label with silver border. Comes in a cardboard gift box. The vodka is made in small batches and uses natural honey rather than sugar as an ingredient.
  • Smirnov ТИТУЛЪ (Titul > "Title") Vodka [50 cl or 70 cl bottle (40% ABV)] Crimson label with silver border and sculpted bottle. The 70 cl bottle comes in a cardboard gift box. The small-batch vodka is double-distilled in a copper alembic for a smoother finish.

Awards and nominations

See also

  • Flavored vodka
  • Icing (drinking game)
  • Malt beverage
  • "Sea", a Smirnoff advertising campaign
  • Vodka war in the European Union

External links

<ul><li> Smirnoff Company website</li> <li> Smirnoff Vodka on thebar.com UK, owned by Diageo</li> <li> Smirnoff and Smirnov back together (28 February 2006)</li> <li> Smirnoff and Smirnov battle it out in Russia's vodka wars (28 November 1997)</li> <li> Linda Himelstein Author of a book about Smirnoff (the original founder)</li> <li> Yes, Olga, There is a Mr. Smirnoff: The Odd History of Smirnoff Vodka</li></ul>

References

  1. Himelstein, Linda. The King of Vodka: The Story of Pyotr Smirnov and the Upheaval of an Empire HarperCollins, 2010^
  2. Top 10 best-selling vodka brands www.thespiritsbusiness.com, 23 June 2015, retrieved 30 May 2017^
  3. Russia's Vodka Is Getting Banned. If Only We Drank It. retrieved 2024-12-26^
  4. Jack Slater. Is Smirnoff from Russia? Which vodkas are Russian as sales ban comes in 12 March 2022, retrieved 2024-08-26^
  5. Bill Ryan. Smirnoff White Whiskey -- No Smell, No Taste The New York Times, 19 February 1995, retrieved 8 May 2013^
  6. Jonathan Hicks. Grand met to buy nabisco's heublein The New York Times, 17 January 1987, retrieved 19 June 2009^
  7. Florence Fabricant. INTERNATIONAL BUSINESS; Russian Court Blocks a Use of Smirnoff Name The New York Times, 22 September 1995, retrieved 7 April 2010^
  8. [http://vls.law.vill.edu/locator/3d/Sept2001/995422.txt Court document (PDF). United States Court of Appeals for the Third Circuit.]^
  9. ^
  10. VODKA | Smirnoff. Us.smirnoffice.com. Retrieved on 23 December 2013.^
  11. Top 10: Where are they now? 31 March 2014, retrieved 18 September 2020^
  12. Eric Asimov. A Humble Old Label Ices Its Rivals The New York Times, 26 January 2005, retrieved 7 April 2010^
  13. Smirnoff introduces ready-made cocktails – Famous Magazine – Yahoo!7 Lifestyle. Au.lifestyle.yahoo.com (27 January 2010). Retrieved on 23 December 2013.^
  14. Siegel Michael, DeJong William, Naimi, Timothy S., Fortunato, Erin K., Albers, Alison B., Heeren Timothy, Rosenbloom, David L., Ross Craig. Brand-Specific Consumption of Alcohol Among Underage Youth in the United States Alcoholism: Clinical and Experimental Research, 1 July 2013^
  15. Smirnoff Ice Partners With Luxury Home Goods Brand Cremsiffino To Create Must-Have Gifts For This Year's Holiday Gift Exchange www.prnewswire.com, retrieved 25 August 2020^
  16. Sugar-free Smirnoff Ice launches in US 30 July 2020, retrieved 25 August 2020^
  17. Stoli Vodka, Smirnoff – neither made in Russia – being dumped out as states boycott 28 February 2022^
  18. Ricky French. Inside Diageo Australia's new Sydney warehouse Fully Loaded, 2017-11-09, retrieved 2024-11-29^
  19. Manildra Group. A Toast to Diageo for Lifting Aussie Spirits Manildra Group, 2022-12-08, retrieved 2024-11-29^
  20. SFSpiritsCom.com Website retrieved 5 August 2009^
  21. Diageo launches Smirnoff Espresso in duty-free. Dfnionline.com. Retrieved on 23 December 2013.^
  22. Diageo in Smirnov venture, The Grocer 28 February 2006.^