Brandwatch: Smirnoff Source

Another week, another new big idea from the drinks giants - Smirnoff Source is that holy grail of the alcopop sector, booze water. Or “alcoholic sparkling water” to give it its full title. Aside from the sparkling element yr reaction is obviously: OK, just add water to vodka. Except don’t, because it tastes very nasty. But there’s a flavour element here too - it’ll come in lemon and orange flavours, with hints of the fruit.

This could potentially solve a major problem with alcopops: they are, in general, way too sweet and sickly. On the other hand I liked the idea of lightly flavoured non-alcoholic water too (Evian Twist Of Lime or whatever its called) - which are all catastrophic because the sweeteners are so strong in the flavour, much beyond the fruit. Since just squeezing a lemon into a glass of water produces very refreshing and tasty results I’m not sure why this is so difficult to get right. But I digress.

There is potential for Smirnoff Source - if Diageo’s other big launch (the boozy smoothie Quinns) succeeds it’ll confirm to the industry that there’s a market for less sweet and more natural flavours in the world of booze-that-doesn’t-taste-like-booze. They’re talking up Source as a refreshing competitor for lager, not as a rival to alcopops, which may just be brandshare protection for Smirnoff Ice but is going in the right direction.

UK readers will have to wait a bit to find out if they’ve got it right as Smirnoff Source is only being launched in Texas. (Fact of the day: alcopops are called malternatives in the US. Ew.)

1. FT's Pete Baran on August 30th, 2006

   Brings a whole new meaning to being on the sauce…

2. FT's CarsmileSteve on August 31st, 2006

   i think you should copywrite that phrase in relation to this product as it’s likely to crop up in EVERY SINGLE MENTION of it ;)

3. FT's Sarah on August 31st, 2006

   Have I already mentioned that Smirnoff Mule is BACK BACK BACK?? I can’t remember. But I’ve seen it advertised, though I am yet to see it in the fridges.

4. Vicky on August 31st, 2006

   my sister is coming back from Dallas for a bit, I might have to put a shopping list in….

5. FT's Pete Baran on September 1st, 2006

   Sarah, I believe the Mule is back in as much as it is an easy mixed drink to make so Smirnoff are trying to get pubs to make pitchers and cocktails of them. Not sure if the bottled ones are back,back,back (and if so, coloured glass please, not sticky label).

6. Brian T. on November 17th, 2006

   Umm, I live in Texas, and I was at the Dallas party launch of Smirnoff Source last month. All the cool young 20some-30some hip Dallasites where all there! They are promoting the hell out of this drink, I’ve seen them girls run around the gay bars passing the “alcopops” around and seen ads skined on pay phones here.

   I did not know it was launched first here.

   Brian T.

7. deanna williams on March 23rd, 2007

   I prefer the original Alcoholic Spring Water “DNA” Smart Water. Smirnoff are copying a brand that has been successful for 10 years.
   Shame on you Smirnoff!!!! Go DNA……

8. colleen on May 30th, 2007

   had it tonight and its wonderful!! i hate the taste of beer and the strong taste of alcohol makes me cringe. this stuff really goes down like WATER! props to smirnoff.