type vodka manufacturer diageo country of origin russia introduced ca. 1860s alcohol by volume 35 % 50 % proof us 70 100 related products list of vodkas smirnoff is a brand of vodka owned and produced by the british company diageo . the smirnoff brand began with a vodka distillery founded in moscow by pyotr arsenievich smirnov 1831 1898 . 1 it is now distributed in 130 countries . it is produced in several countries including india 2 ireland honduras albania mongolia latvia the philippines italy the united kingdom and the united states . 3 smirnoff products include vodka flavoured vodka and malt beverages . in march 2006 diageo north america claimed that smirnoff vodka was the best selling distilled spirit brand in the world . 4 the vodka is made using a traditional charcoal filtration method developed by p.a smirnoff . recipe no. 21 was created by p.a. s son vladimir after escaping russia and the bolshevik revolution . contents 1 history 1.1 since the 1990s 2 smirnoff numbers 3 malt beverages 3.1 products without numbers 4 smirnov vodka 5 see also 6 references 7 external links history edit smirnoff vodka in a shot glass pyotr smirnov founded his vodka distillery in moscow in 1864 under the trading name of pa smirnoff pioneering charcoal filtration in the 1870s and becoming the first to utilize newspaper ads along with charitable contributions to the clergy to stifle anti vodka sermons capturing two thirds of the moscow market by 1886 . his brand was reportedly a tsar favorite . when pyotr died he was succeeded by his third son vladimir smirnov 1875 1939 . the company flourished and produced more than 4 million cases of vodka per year . in 1904 the tsar nationalized the russian vodka industry and vladimir smirnov was forced to sell his factory and brand . during the october revolution of 1917 the smirnov family had to flee the country . vladimir smirnov re established a factory in 1920 in constantinople present day istanbul . four years later he moved to lw w formerly poland now lviv ukraine and started to sell the vodka under the contemporary french spelling of the name smirnoff . the new product sold marginally well but not nearly as it had in russia prior to 1904 . an additional distillery was founded in paris in 1925 ; however the company was a shadow of its former self . in the 1930s vladimir met rudolph kunett a russian who had emigrated to america in the 1920s and became a successful businessman in new york city . the kunett family had been a supplier of grains to smirnoff in moscow before the revolution . in 1933 vladimir sold kunett the right to begin producing smirnoff vodka in north america . he then returned to the united states quit his sales job and established his first north american distillery in bethel connecticut usa in 1933 . however the business in america was not as successful as kunett had hoped . in 1938 kunett could not afford to pay for the necessary sales licences and contacted john martin president of heublein . heublein was a company that specialized in the import and export of liquors and foreign foods . using the 14 000 that the heublein company made from a new product that ended up saving them from bankruptcy a1 steak sauce martin bought the rights to smirnoff in 1939 . his board thought he was mad . americans were traditionally whiskey drinkers unfamiliar with vodka and so sales were very slow . in a marketing move they changed the product to use whiskey corks instead and branded it as a white whiskey with no taste no smell . 5 sales picked up considerably after that . in 1982 the r. j. reynolds tobacco company acquired heublein inc. for 1.4 billion . rjr nabisco sold the division to grand metropolitan in 1987 . ironically in 1985 heublein corporate audit manager hanson j kan had recommended to heublein that they buy out the grand metropolitan idv smirnoff licensee with its global licensee locations . 6 grand metropolitan merged with guinness to form diageo in 1997 . since the 1990s edit this section possibly contains original research . please improve it by verifying the claims made and adding inline citations . statements consisting only of original research should be removed . december 2013 learn how and when to remove this template message a bottle of smirnoff red label vodka . in 1990 after the berlin wall came down helmut kohl made a deal with mikhail gorbachev allowing the reunification of germany provided that the soviet army could remain in east germany due to a pre existing security agreement between the ddr and the ussr ; such arrangements were to be paid by west germany for three years . suddenly 500 000 soviet soldiers were paid in hard currency and had almost nothing to do except drink . they then proceeded to spend their currency on marlboro cigarettes levi jeans and smirnoff vodka . the us made variety of smirnoff vodka was especially popular . the london office of heublein was inundated with orders and the vice president jeremy collis set about exploiting this gusher to the fullest extent possible . huge in store smirnoff displays were set up in the russian army stores and the officers messes were renamed smirnoff clubs . individual messes started serving in excess of 200 litres a night of smirnoff . the soviet forces became the biggest market in europe for smirnoff outside the uk . smirnoff was shipped to germany at the rate of 20 000 bottles a day . moskovskaya and stolichnaya s market share in germany dropped from 100 % to almost nothing . seeing the popularity of smirnoff amongst the russian troops collis set about trying to sell smirnoff vodka directly into the ussr . the entire vodka market in the western world at that stage was 60 million cases source m. shanken publications impact 1991 but the ussr market was believed to be over 200 million cases source impact 1991 . the first containers were shipped into leningrad in 1991 where collis had appointed a distributor empire brands inc. in 1985 heublein corporate audit manager hanson j kan recommended to heublein that they buy out the grand metropolitan idv smirnoff licensee with its global licensee locations . but in 1987 grand met bought out heublein including the global smirnoff operations from rjr nabisco . empire brands was established by sergey titov a former interpreter with no prior commercial experience . in soviet russia almost no one had commercial experience so titov became a model for expanding distribution across the country . collis went from town to town trying to find suitable individuals who could be taught how business worked buying warehousing distributing and selling at a profit . the plan was to establish approved distributors in each major town and give them exclusive rights for that town because there were numerous towns with populations over 100 000 which each had the potential to be as large a market for smirnoff vodka as the whole of belgium or holland or a us state like connecticut . outside the soviet state apparatus there were no national organisations that could market and distribute smirnoff . the demand for smirnoff vodka was such that if properly managed and the opportunity grasped the russian market alone could double the size of idv already the biggest drinks company in the world . the communists had banned smirnoff from russia for 70 years and in the most extreme example of denial marketing this had created both awareness and demand on an extraordinary scale . every russian had heard of smirnoff vodka and everyone thought it must be the best because they weren t allowed to have it . collis believed that in 1991 selling smirnoff in the ussr represented the biggest opportunity for a consumer product in the history of marketing . but he then made a big mistake by telling this to the board of idv . as a consequence every director in idv wanted to be part of this amazing success story and collis found himself being squeezed out by other directors with no knowledge or experience of either the ussr or the brand . one director in particular managed to persuade the board that exclusive distribution rights should be given to one man in moscow a greek mafioso character called spiros with no marketing or distribution experience staff or infrastructure . many people subsequently believed that major corruption must have been involved . this appointment proved disastrous as established customers were cut off from buying smirnoff unless they made illegal hard currency payments to spiros s company . during the 1990s one of piotr smirnov s descendants started producing smirnov vodka in russia claiming to be the only real smirnov . 7 after a number of lawsuits smirnoff successfully reclaimed its trademark while in 2006 diageo concluded a joint venture deal with the smirnov company . 8 the smirnoff company had the naming rights to the smirnoff music centre a concert amphitheater in dallas texas from 2000 2008 . 9 they also sponsored the smirnoff underbelly a major venue at the edinburgh fringe . in the late 1990s smirnoff introduced a series of new products onto the uk and later the european and north american market which quickly became popular among young people especially within the club scene see alcopops . there are two different products by the name of smirnoff ice . one sold in france and the united states is a citrus flavoured malt beverage 5.0 % abv with variants in original and triple black . the other sold in europe excluding france latin america australia and canada is a premixed vodka drink . it also has variants in original and black ice or in some markets triple black or double black ranging from 4.5 % in the uk to 7 % abv in different markets . the smirnoff ice marketed in the usa does not actually contain vodka according to the official smirnoff website . 10 it is more similar to beer than to vodka primarily because it is brewed . however outside of the usa and countries who receive us manufactured vodka it does contain smirnoff vodka no. 21 . smirnoff ice twisted was a spin off of the american smirnoff ice that featured flavors such as mandarin orange and green apple . the confusion in branding between smirnoff twist vodka and smirnoff twisted malt beverage resulted in the decision to drop the twisted from the flavored line of smirnoff ice . current when smirnoff ice flavors include watermelon wild grape passionfruit mango triple black pomegranate fusion arctic berry blueberry green apple bite strawberry acai pineapple and raspberry burst . it is sold in 22 oz . 650 ml bottles and six packs of 12 oz . 355 ml bottles . the next line of smirnoff s malt beverages to be produced was raw teas similar to the brand twisted tea . it comes in flavors such as lemon peach raspberry and green tea . this product line has been marketed most notably with the tea partay music video and website . it is sold in six packs of 12 oz . 355 ml bottles . smirnoff source a lightly carbonated beer alternative was released in may 2007 . it is citrus flavoured and made with alcohol 3.5 % abv and spring water and is sold in 4 packs of 1 quart 947 ml bottles . a line of 22 flavoured vodkas based on the no. 21 red label with the twist moniker appended on the end of the name have also been introduced . flavours include green apple orange cranberry raspberry citrus lemon vanilla strawberry black cherry watermelon lime blueberry white grape melon honeydew cantaloupe pomegranate passion fruit pear peach pineapple mango coconut and most recently amaretto .