Diageo is doubling its marketing spend for Smirnoff Black, the premium offering from Smirnoff, and is overhauling the vodka's image to appeal more to 25 to 35-year-old men.
A print advertising campaign called Fat Glass will be launched at the start of February to coincide with the new-look bottles hitting shelves and will appear in the nationals and style magazines.
The label gives more prominence to "small batch distillation" - the process by which the vodka is made - and now includes the word 'Black' on the label.
"The design increases the brand's visual impact with a regal yet contemporary look to further reinforce the brand's quality and premium cues," said Smirnoff Black brand manager Hugh Pile.
"Since we relaunched Smirnoff Black two years ago it has enjoyed double-digit growth and is becoming more recognised by consumers and the top-end bar trade as an exceptionally smooth vodka," he said.