London, Sept 06: British spirit drinks maker Diageo Plc wants its top-selling Smirnoff vodka to overtake Barcardi rum as the world's biggest spirits brand in two years, helped by a big re-packaging launch next month. Smirnoff, first distilled in Russia in 1864, is now a $2 billion brand, boosted by the launch of ready-to-drink (RTD) products such as vodka-lemon Smirnoff Ice which helped double the brand's profits over the last three years.
"In two years time Smirnoff is predicted to overtake Bacardi overall in volume sales when including ready-to-drink products," Andy Fennell, head of global marketing for the brand, told a news briefing on Friday.
In Diageo's last financial year to end-June 2003, Smirnoff sold around 17 million 12-bottle cases, plus five million case equivalents of Smirnoff RTDs, while Bacardi volumes are estimated at around 21 million cases with another three million case equivalents from its RTDs like Bacardi Silver.
Smirnoff Ice's phenomenal growth to a $1 billion brand since its launch four years ago had now slowed. Its two main markets, the United States and Britain, had seen declines of 17 percent and six percent respectively in the year to end-June.
Fennell, however, said the product returned to growth during July and August in the United States. Bureau Report