Diageo North America, Norwalk, Conn., extended its Smirnoff vodka brand with a new Sours line. Smirnoff Sours vodkas combine Smirnoff No. 21 vodka, which is triple distilled and 10 times filtered, with sour flavors intended to invoke a “sour face” from consumers. The vodkas are available in Green Apple, Watermelon and Fruit Punch varieties and contain 30 percent alcohol by volume. 

To encourage consumers to embrace the “sour face” in a fun and responsible way, Smirnoff is challenging those of legal drinking age to post photos of their sour faces on social media using the hashtag #myfacewhen I tried a shot of new Smirnoff Sours. The brand also will be promoting social responsibility with the launch of Smirnoff Sours by communicating responsible drinking messages through social channels as well as through sampling activities in bars across the country.

“Smirnoff is once again changing the game, infusing excitement and fun into the vodka category with the introduction of the electrifying Sours line,” said Sandhya Padmanabhan, brand manager for Smirnoff Vodka, in a statement. “More palatable than other shot-based spirits, Sours is the next big thing in shot rituals. It’s unique because it creates a true, memorable moment — toasting with new and old friends and capturing the sour face that follows. Whether celebrating a big night out, the big game, or just an impromptu outing with friends, Smirnoff Sours is a perfectly bold and fun compliment to any occasion.”

To enhance the sour experience, Smirnoff Sours bottles feature neon hues to match each flavor variety and glow in the dark under a black light.

A 750-ml bottle has a suggested retail price of $15.99. The vodkas also are available in 50-ml and 1-liter sizes. The launch will be supported by a full range of digital advertising, public relations, in-store point-of-sale, and on-premise activations.