Says Deepak Roy, managing director, UDV, ``Smirnoff is critical in UDV's growth gameplan, as it accounts for around 5 per cent of UDV's volume sales, but over 25 per cent in profitability.'' Claimed to be India's number one international premium white spirits brand, Smirnoff is growing at the rate of 30 per cent annually.

A major packaging change since 1992, the new look bottle and label design is intended at reinforcing the premium quality and purity of the brand. ``The bottle re-design adopts a cleaner, taller and more elegant shape and it features enhanced embossing to add distinctiveness and shelf stand out,'' according to a UDV spokesperson. ``The dominance of red in the new label also enhances the brand's on-shelf presence.'' The product is available in three sizes: 750 ml, 375 ml and 180 ml. Simultaneously with its launch in over 150 global markets, the new-look Smirnoff has been introduced in Maharashtra, Karnataka and Goa.

For the first time, Smirnoff has also been launched in Delhi. Says Deepak Roy, ``As Smirnoff is targeted at SEC A1 and A2 in the age group 20-35, Delhi represents a large proportion of this class of consumers.''

Deepening ties with Bond
With the intention of reinforcing Smirnoff's association with James Bond, UDV is launching premiere screenings of the James Bond movie `The World is Not Enough' on February 4, 2000 in Mumbai. The new Smirnoff bottle is featured in the movie.

Smirnoff and James Bond have been associated since the first Bond film, Dr No, in 1963. Smirnoff and Bond had earlier tied up for Golden Eye and Tomorrow Never Dies.

UDV will also be holding exclusive shows of the Bond movie in Pune, Nagpur, Nasik, Amravati, Kolhapur, Goa, Indore, Bangalore, Mysore, Cochin, Trivandrum, Secunderabad, Vishakapatnam, Calcutta, Delhi, Chandigarh and Jaipur.

Invites for the movie are being distributed through promotions at pubs. Smirnoff is also being promoted by a contest, designed to involve consumers in general knowledge tests on Britain and also, tell why Smirnoff and Bond make a perfect pair. The grand prize: a ticket for a couple to go on a `Bond Voyage' for a Smirnoff Thrillenium Holiday, where they can visit Britain's millennium attractions as well as Millennium Dome. Other prizes: watches and waist pouches.

The consumer can enter the contest by filling up a form on the necktag of Smirnoff bottles; via the inaugural issue of the magazine `Man's World,'or through rediff.com.

Besides Smirnoff, the UDV range of spirits in India include Malibu, Archer's Peach Schnapps, Gilbey's Green Label and White Whiskies, Gilbey's Solitaire, Gilbey's Old Gold, Gilbey's Gin, Vat 69, White Horse, Black & White Scotch Whisky and Christian Brother's Rum and Brandy. u