"With this redesign, we are looking to encapsulate the premium, heritage and purity cues that consumers associate with the Smirnoff brand, as well as providing a contemporary edge to keep the bottle looking fresh for maximum standout on shelf," said senior brand manager Amy Mooney.

The new look also makes the Smirnoff signature more prominent but still features the crown and copy to acknowledge the brand's history.

A more refined typography and glass embossing have also been adopted to reflect the vodka's quality.

The new packaging is being used on both the Smirnoff and Smirnoff No. 21 brands. The 70cl and 1.5l bottles were introduced at the end of June and the 50cl size will have the new branding from the end of August.