Smirnoff Vodka No.21

A global serve strategy for the world's biggest vodka brand.

A global serve strategy for the world's biggest vodka brand.

The Challenge

Build on the success of the Smirnoff Soda Smash with a new drinks strategy that will succeed in different outlets, across multiple markets around the world.

The Detail

Markets were looking for serves that bars found operationally easier to execute.

We deconstructed the Soda Smash keeping the length, the freshness, but cutting back on the amount of fruit being used and turned the muddling of the fruit into a ritual. This pillar we named Holistic. Each pillar was divided into three tiers; ‘Scale,’ ‘Elevate’ and ‘Inspire’ – insuring there were serve variations that would suit different outlets and occasions.

For markets where the economics or viability of fresh citrus in every drink was not possible, we created the Easy Refreshment pillar.

And finally, the Democratised Cocktails pillar – available for markets who wished to retain a more traditional approach to their drinks strategy. Focusing on popular Smirnoff No.21 cocktails such as the Espresso Martini, the Moscow Mule, alongside several original serves to build out the portfolio.


A three pillared approach allowing markets to created a tailored approach and tap into their priority occasions: Smirnoff Holistic, Easy Refreshment and Democratised Cocktails.