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How Smirnoff Is Innovating the Vodka Industry


Smirnoff Sourced™ is what vodka would look and taste like if vodka decided to move to LA and teach yoga and have brunch on Sundays. The folks at Smirnoff have put a serious twist on a classic with its line of colorful, gluten-free vodka infused with real fruit juice. We went ahead and talked to the folks behind Smirnoff’s latest addition to learn the story of Smirnoff Sourced and just how it’s innovating the vodka industry with its focus on real ingredients.

It doesn’t look or taste like regular vodka

Smirnoff Sourced is basically classic Smirnoff No. 21’s cool younger sister with the enviably colorful wardrobe (hey Solange). And we mean that literally (sort of) — Sourced is made from classic Smirnoff vodka; they have the same DNA.

When this vodka is being made, the base is fermented down then triple-distilled, and finally, filtered through charcoal 10 times to remove impurities that could mess with the flavor. But here’s where Smirnoff Sourced and Smirnoff’s classic No. 21 diverge. Smirnoff Sourced then adds natural flavors, natural juice from concentrate, and cane sugar before blending. This is not the same as a fruit-flavored vodka — Sourced is infused with real fruit juice*, and you can taste the difference. For consistency and vibrancy, color is added after. Its three flavors — cranberry apple, ruby red grapefruit, and pineapple — are bright red, pink, and yellow respectively, creating a ready-to-be-sipped cocktail — just add ice and a splash of club soda.


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