While riding in my TV-screen & GPS-equipped taxi, one of the advertisements I noticed was one for a new beverage called Smirnoff Source. I had to google it when I got home, because I couldn't quite believe the ad was for real: it's bottled water with alcohol in it. Huh???
Here's a post about it on Jezebel and here's the press release. At first I thought it was water with vodka in it, but it's actually considered a "malt beverage:"
Smirnoff Source(TM), the new premium malt beverage offering from Diageo North America that combines pure spring water with alcohol is now on beer retailers' shelves and high-end bars throughout the Northeast. At 3.5 percent alcohol by volume (ABV), this new premium malt beverage, with a hint of citrus, has fewer calories and lower alcohol by volume than most popular domestic beers.
Who's the marketing genius that came up with this? "Hmm, will people buy watered-down alcohol if we say it's watered down with pure spring water and put it in a fancy bottle?" I wonder if this product will actually be successful!