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Smirnoff Ice refreshes

Already a success in the United Kingdom, Smirnoff Ice from Guinness Bass Import and United Distillers & Vintners, Stamford, CT, began rolling out in February in the United States and Canada. Called an “alco-pop,” the five-percent-proof citrus-flavored malt beverage comes in a 12-oz glass bottle with decorating reminiscent of bottles for Smirnoff’s vodka. The product is being offered exclusively for on-premise consumption in bars, restaurants, pubs and clubs.

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Anchor Glass (Tampa, FL) and Saint-Gobain (Muncie, IN) make the clear glass bottles that take on a frosted look once filled. However, unlike its sibling in England that uses a wet-glue paper label, Smirnoff Ice for America uses “no-label” look film labels from Spear (Mason, OH) for a more premium appearance. Front and back labels are 2-mil clear biaxially-oriented polypropylene film. The front label is screen-printed in five colors plus hot stamping, with one of the colors creating a two-tone metallic look over the hot stamping. Back labels are screen-printed in two colors.

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