Tuesday, July 31, 2007

Smirnoff Vodka Water???

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!

8 comments:

~Dawn C said...

It's 'candy cigarettes' for the pre-legal/just-legal crowd.

Rich Minx said...

Drinking it while cycling/running could end in tears.

Asset gatherer said...

Sounds like watered-down vodka! Doesn't sound very tasty. But I know I'll have to give it a try anyway! Might be fun to reuse the bottle for water in spinning class....

Dennis said...

try it and tell us ;)

SavingDiva said...

I saw that at the grocery store. It didn't appear to be flying off the shelves.

PC said...

Had it in Ohio in August, it is delicious. Slight citrus taste, very smooth, no hint that it is a malt beverage. Alcohol sneaks up on you. Wish I could get it here in Florida.

Naomi said...

Who would believe that looking for more information on internet advertising, well *free* online advertising, I'd find a blog like this? I'm still not quite sure how I got here but I found this particular blog very interesting. First thing that caught my eye/mind was that mobile advertising prompted a jump to the internet/online info (advertising?). Ahha! That confirms something I've read a lot about today.

My opinion on the future of diluted ETOH with a classy label: If it does succeed, we should be worried, very worried. Isn't that a bit like starting on aspirin and ending up on IV heroine? :-)
n.kateus http://www.ipowerdirect.net/

Tod Howarth said...

Speaking of 'Water' as a long time Smirnoff Vodka drinker I've noticed that all too often when I put my Smirnoff in the freezer to keep it the coolest, parts of it ice up...WTF?! Vodka does not freeze at household fridge temps...are you guys diluting the goods? I think so...
I'll be blabbing about this to everyone that I can.
Future Absolute customer.