Diageo to launch Smirnoff Black No 55 in India on Feb 3

MUMBAI: Diageo India will launch Smirnoff Black No 55 vodka in the Indian market on February 3 this year, giving it a brand in the super-premium segment of the white spirits market. Smirnoff Black will be imported from Russia, as it is one of the few premium vodkas to be made and bottled in Russia using traditional methods. For the launch, Diageo has roped in fashion designer Arjun Khanna, who will launch a luxury couture collection using rich fabrics, wool, fur and velvet.

Diageo also plans to introduce Captain Morgan premium rum in India. Named after Captain Henry Morgan, one of the 17th century���s most daring and successful buccaneers, Captain Morgan rum will help Diageo enter the rum market, where the company has so far had zero presence. The brand will be first introduced in Tamil Nadu and Kerala, followed by Uttar Pradesh. Asif Adil, MD, Diageo said, ���With Smirnoff Black, we are launching an authentic Russian brand using fashion as a platform and Captain Morgan will help revolutionise the Indian rum market.���

Smirnoff Black is being positioned as the super-premium vodka (priced at Rs 1,450 for a 70 cl bottle) and in India will compete with Moet Henessey���s Belvedere and V&S���s Absolut. Diageo has an array of activities lined up to promote the product and intends to do shows with Khanna in Hyderabad, Delhi, Lucknow and Amritsar apart from Mumbai.