Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Smirnoff treads lightly with new libation

Smirnoff Source is a malt-based alcohol beverage designed to taste like vodka
with a hint of citrus. It is expected to go national by January and compete
against light beers. The packaging and marketing play up a “natural” image, with
TV ads showing trickles of water in sync with music.

~A

Smirnoff treads lightly with new libation – USATODAY.com

NEW YORK — Diageo (DEO) is trying to pump new growth into the business of flavored malt beverages with Smirnoff Source, billed as “pure spring water + alcohol” and packaged to look like designer bottled water.

Source is a malt-based alcohol beverage that tastes like vodka — but doesn’t contain any — with a hint of citrus flavor. After a trial run in Dallas last fall, it has been expanded to 15 states and is expected to go national by January.

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Filed under: Gen Y, spirits, Young Adults

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