Smirnoff, born in Russia about 150 years ago, says it is trying to make itself relevant and cool to younger adults, drinkers in their 20s and 30s. “It’s the martini of the younger generation.” “In five years of bartending, I have never seen a bottle sell out that fast,” said Dena Kravitz of Rosie O’Grady’s Irish Pub in Manhattan’s Times Square. The mixing of sugar and spice has struck a chord, particularly with younger, female drinkers, say some New York bartenders. Tasters preferred a “toasted” marshmallow flavor, but the marketing team decided that “fluffed” marshmallow would be a better name, McDonough said, since it would help avoid perceptions that the drink tasted “chalky or burnt.”ĭiageo paired the drinks with an advertising campaign around the title “Fluffed and Whipped” that features a circus of dancers, dogs, aerialists, women spraying whipped cream into their mouths and model Amber Rose purring that “vodka never felt this good.” It then relied on focus groups, mixologists and food scientists to come up with the new drinks, which went through some 15 iterations, according to the company’s chief marketing and innovation officer for North America, Peter McDonough. REUTERS/Mike Segarīut this holiday season, for the first time, the world’s largest vodka brand is trying to appeal to Americans’ sweet tooth with zany flavors like “fluffed marshmallow” and “whipped cream.”įaced with relentless competition from established and upstart brands, Smirnoff’s owner - the London-based beverage group Diageo Plc - took inspiration from things like cookie-scented candles and vanilla-scented laundry soap. are seen in this picture taken December 20, 2011. Bottles of Diageo's Smirnoff Whipped Cream (L) and Fluffed Marshmallow flavored vodkas which were recently launched in the U.S.
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