Smirnoff is one of the most well-known vodka brands in the world. Originally produced in Moscow in 1864, Smirnoff has grown into a global brand that offers a variety of vodka products. In recent years, there has been rising demand for low calorie and low sugar alcohol options. Many alcohol brands have responded by releasing zero sugar versions of their products. Smirnoff released a zero sugar infused vodka in 2018. However, there have been questions around whether Smirnoff still produces this zero sugar vodka today.
A Brief History of Smirnoff Vodka
To understand Smirnoff’s current product lineup, it helps to first look at the history and evolution of the brand. Smirnoff was founded as a vodka distillery in Moscow by Pyotr Arsenievich Smirnov in 1864. It quickly grew to become one of the largest vodka producers in Russia. Following the Russian Revolution in 1917, Smirnoff’s son Vladimir Smirnov fled Russia and started selling the vodka in Western Europe.
In the 1930s, Smirnoff entered the United States market. The brand grew steadily in popularity over the next several decades. In 1982, global drinks company Diageo purchased Smirnoff. Under Diageo’s ownership, Smirnoff became the largest vodka brand in the world. It is now sold in over 130 countries.
While Smirnoff’s original product was a straightforward unflavored vodka, the brand expanded into flavored vodkas in the 1960s and 1970s. This included the launch of Smirnoff Red Label vodka in 1962. Over the years, Smirnoff has released many new flavored options.
The Rise of Low Calorie and Low Sugar Alcohol
In recent years, there has been increasing demand from health-conscious consumers for low sugar and low calorie alcoholic drinks.
Vodka often has less calories than other spirits, since it is distilled rather than brewed. Standard Smirnoff Red Label vodka has around 97 calories per 1.5 fluid ounce serving. However, many vodka brands have worked on creating special zero sugar or low calorie varieties to cater to health-conscious drinkers.
For example, Absolut launched Absolut Elyx in 2012 which only has 69 calories per serving. Ketel One introduced Ketel One Botanical in 2018 – vodka distilled with real botanicals and no added sugar. More mainstream brands like Svedka have created low calorie offerings as well.
This demand for low and no sugar alcohol is being driven by the same health and wellness trends that have led to the rise of low carb diets, zero sugar soft drinks, and the popularity of sugar substitutes like stevia and monk fruit. Consumers want to be able to enjoy adult beverages without excessive calories or sugar.
Smirnoff’s Zero Sugar Infusions
With the low calorie vodka segment growing rapidly, Smirnoff wanted to offer zero sugar options to health and calorie conscious drinkers.
In 2018, Smirnoff launched a new line called Smirnoff Zero Sugar Infusions. This line of vodka focused on fruit flavored vodkas without any added sugar.
The first three flavors were:
- Cucumber & Lime
- Watermelon & Mint
- Strawberry & Rose
Smirnoff advertised these as having all the flavor and 90% less sugar than their original flavored vodkas. The infusion process used real fruit flavors and natural essences rather than added sugars and syrups.
Each 1.5 fluid ounce serving contained only 73 calories and 0g sugar compared to around 100 calories and 7g of sugar in standard Smirnoff flavored vodkas.
Marketing the Zero Sugar Line
Smirnoff promoted the new zero sugar infusions as the perfect vodka drinks for health and weight conscious millennial and gen Z consumers.
The marketing messaging focused on the vodkas having all the usual flavor but with fewer calories and no compromises on taste. Advertisements highlighted the stylish slim cans and on-trend fruit flavors.
Smirnoff also encouraged fans to share photos of their zero sugar infused vodka drinks on social media using the hashtag #SmirnoffPure. This built buzz and awareness around the new line through user generated content.
The zero sugar line was targeted towards 21-35 year old health-conscious drinkers, particularly women interested in low calorie cocktails and seltzer mixed drinks.
Current Smirnoff Product Lineup
So does Smirnoff still make the zero sugar infusions today? Let’s look at what Smirnoff vodkas you can currently purchase.
As of November 2023, Smirnoff’s product lineup includes:
Core Vodkas:
- Smirnoff No. 21 Vodka
- Smirnoff Red Label Vodka
- Smirnoff Citrus Vodka
- Smirnoff Blue Label Vodka
- Smirnoff Black Label Vodka
- Smirnoff Green Apple Vodka
- Smirnoff Raspberry Vodka
- Smirnoff Orange Vodka
- Smirnoff Root Beer Float Vodka
These are their core line of unflavored, flavored, and infused vodkas.
Premium Vodkas:
- Smirnoff Silver Vodka
- Smirnoff Gold Cinnamon Spice Vodka
- Smirnoff Silver Moscato Grape Vodka
- Smirnoff Gold Pineapple Vodka
This is a more premium line of vodkas in sleek bottles.
Smirnoff Seltzer:
- Smirnoff Seltzer Red, White & Berry
- Smirnoff Seltzer Cranberry Lime
- Smirnoff Seltzer Orange Mango
- Smirnoff Seltzer Watermelon Lemonade
These are hard seltzers made with Smirnoff vodka and flavored sparkling water.
Ready-to-Drink:
- Smirnoff Ice Original
- Smirnoff Ice Wild Berry
- Smirnoff Ice Green Apple
- Smirnoff Ice Pineapple
- Smirnoff Ice Watermelon Mimosa
- Smirnoff Ice Rosé
- Smirnoff Ice ZERO Sugar Wild Berry
- Smirnoff Ice ZERO Sugar Tart Cherry
- Smirnoff Ice ZERO Sugar Grape
- Smirnoff Ice ZERO Sugar Watermelon
- Smirnoff Smooth Blackberry
- Smirnoff Smooth Mango Passion Fruit
- Smirnoff Smooth Root Beer Float
These ready-to-drink malt beverages are made with Smirnoff vodka and fruit flavors.
Shots:
- Smirnoff Whipped Cream
- Smirnoff Whipped Orange
- Smirnoff Sour Green Apple Bite
Fun flavored shot options.
Are the Zero Sugar Infusions Still Available?
Based on a close look at Smirnoff’s current wide ranging product lineup, it appears the Smirnoff Zero Sugar Infusions launched in 2018 have been discontinued.
The Cucumber & Lime, Watermelon & Mint, and Strawberry & Rose zero sugar vodka flavors are no longer listed on Smirnoff’s website or shown in their brand portfolios. They are not included in Smirnoff’s varietal vodkas or flavored offerings.
However, while the original zero sugar infused flavors seem to have been halted, Smirnoff has continued producing new zero sugar products.
The most prominent is their line of Smirnoff Ice ZERO Sugar malt beverages. These bottle ready-to-drink options like ZERO Sugar Wild Berry provide a flavored experience without sugar or carbs.
So while the uniquely flavored Zero Sugar vodkas are gone, Smirnoff has shifted their low calorie offerings to the wildly popular Smirnoff Ice portfolio.
Reasons Smirnoff Discontinued the Zero Sugar Vodkas
There are several potential reasons why Smirnoff seems to have stopped producing the Zero Sugar Infusions after the 2018 launch:
- The zero sugar vodkas were likely intended as a limited edition product line rather than a permanent addition to the portfolio.
- Limiting distribution and availability can help create buzz and an aura of exclusivity around special releases.
- The zero sugar vodkas may have underperformed in sales compared to expectations.
- Offering an extensive low calorie portfolio could risk cannibalizing sales of Smirnoff’s core vodka brands.
- Consumers satisfied with classic Smirnoff may have limited interest in new fruity flavors, even if low calorie.
- Regulatory compliance around labeling alcoholic beverages as low calorie or sugar free can be challenging.
- Targeting millennial and gen Z drinkers may have ultimately been more successful with fun, playful products like Smirnoff Seltzer rather than engineered diet versions of flavored vodka.
While the motivation isn’t fully clear, large CPG companies frequently test then discontinue new products and flavors. The short lived Zero Sugar line seems to be another example of this.
Outlook for Low Calorie Vodka and Smirnoff
Looking ahead, is there still a place in the market for zero sugar vodkas? And will Smirnoff take another shot at launching low calorie versions of their iconic liquor?
While they discontinued the 2018 Zero Sugar Infusions, consumer demand for low sugar, keto friendly alcohol options continues growing. Smirnoff is clearly committed to offering zero sugar varieties, evidenced by their popular Smirnoff Ice ZERO Sugar products.
Thus, Smirnoff could very well decide to test new zero sugar vodkas in the coming years. The most likely approach would be using their Smirnoff Ice branding and launching Zero Sugar bottle cocktails blending vodka with sugar free mixers.
That said, the core Smirnoff vodka line with nearly 150 years of brand equity may be better off leaving calorie counting concepts to their flavored malt beverage offshoots. The original Smirnoff brand has built affinity and aspiration that diet branding could potentially dilute.
In conclusion, while Smirnoff’s short-lived Zero Sugar vodkas have been retired for now, we can expect the iconic brand to continue responding to consumer health trends. Smirnoff has survived this long by innovating and adapting with the times. So whether with Zero Sugar extensions or some other form, Smirnoff will evolve to meet emerging consumer demands. The exact shape this takes remains to be seen. But Smirnoff will certainly continue distilling both tradition and innovation.
