We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Overview of Smirnoff Vodka's long-term success (since 1961) in maintaining the brand's dominant position. Advertising created a distinctive and enduring brand personality which has continually appealed to a succession of young consumers. This was achieved in a competitive market, with strong own-label competition (from the 1980s) whilst maintaining a price premium.