Smirnoff is bringing its Spicy Tamarind Vodka to markets across the United States. Bottled in a new Día De Muertos-inspired glow-in-the-dark design, the offering boasts flavors of sweet tamarind mixed with notes of spicy Mexican chilies and lime.
Smirnoff Spicy Tamarind marks the latest expansion in the iconic Vodka brand’s extensive portfolio of flavored and seasonal offerings. Featuring a calavera (skull) at the center surrounded by cempasúchiles (marigolds), tamarind and chiles, the new packaging gives a nod to the vibrancy of Mexican culture, combining traditional and modern themes. Those looking to drink the Vodka chilled will be thrilled to find that under blacklay, the bottom of the bottle displays “Solo Y Frío”, so you know when it is ready.
“With the expansion of Smirnoff Spicy Tamarind in the US, we’re inviting more consumers who are looking for a sweet & spicy treat, to enjoy Spicy Tamarind with their loved ones during a festive time of year,” said Gustavo Salguero, Brand Manager, Smirnoff. “While Spicy Tamarind is now becoming an iconic flavor in Mexico, we’re also seeing an increasing trade and consumer interest for this sweet & spicy spirit in the US, as it is an authentic flavor those 21+ can easily enjoy at-home.”
Smirnoff is kicking-off the tradition in advance of Día de Muertos by partnering with food blogger, content creator and cookbook author, Esteban Castillo, and USBG World Class cocktail finalist and mixologist, Karina Martinez, to create a combination of easy-to-make at home original food & drinks recipe pairings. The recipes, which have been compiled into a digital guide and are available to download now on Smirnoff’s official website, put a modern twist on some of the traditional Mexican dishes and flavors while incorporating tamarind within.
“What I really enjoy about Smirnoff Spicy Tamarind is that the sweet and spicy flavor profiles of the spirit offer a lot of versatility to pair it with a variety of sweet and savory dishes, whether served as simple shot or in a cocktail,” said Esteban Castillo. “I had a lot of fun reimagining some of my favorite Mexican dishes for this food guide and experimenting with how to marry the flavor of each dish to really bring out that Tamarind base of the spirit. It’s awesome that Smirnoff is expanding this flavor so that more people can experience it, responsibly.”
Smirnoff is celebrating the sweet and spicy duality of the flavored spirit and raising a glass to celebrating with family and friends with a variety of new digital ads as part of the “Proudly Sweet, Shameless Spicy” campaign. Check out the clips below.
Smirnoff Spicy Tamarind comes in at 35% ABV and is priced at $12.99 per 750ml bottle.