The Makers of the World's No. 1 Vodka Teams Up
with Glamsquad to Serve Sweet and Spicy Cocktails and Matching
Looks for Hispanic Heritage Month Occasions
NEW
YORK, Oct. 9, 2024 /PRNewswire/ -- On what is
now known only as National Vodka Day (October 4), Smirnoff Spicy Tamarind introduced
its new national partnership with leading on-demand beauty service
Glamsquad; manifesting the product's fusion of sweet and spicy
flavors and continuing its celebration of big and small occasions
in the Hispanic culture. Inspired by the bold bottle design and
with Spicy Tam as its muse, the collaboration features three
sizzling signature looks as vibrant as a Spicy Tamarind
cocktail. Only the beginning of a much larger, unexpected
adventure, the partnership is laying the groundwork for upcoming
new TV spots and a social campaign that will invite everyone (21+),
everywhere to 'sip the sweet, savor the spicy, siente el
sabor.'
DEBUTING THE FIRST-EVER SWEET & SPICY GLAM BAR WITH
SMIRNOFF SPICY TAMARIND
From La Calavera Catrina skulls for Dia De Los Muertos, to
everyday expression, makeup explores individuality and
experimentation via familiar sights, sounds, and smells that
connect with culture. Whether you're feeling spicy or sweet or
somewhere in between, the Sweet & Spicy Glam Bar has your
perfect new look on the menu. Now through November 2, grab your Smirnoff Spicy
Tamarind cocktail and pretty up your pre-party with a
complimentary, cocktail-inspired makeup add-on with any makeup
service – The Dulce Diva, The Fiery Fatale or The Tart Tease.
Book your vibe on the Glamsquad app or at Glamsquad.com/Smirnoff.
Must be 21+ to book this service.
"Bold flavors and fierce looks go hand in hand," said
Jennifer Holiday Hudson, North
America Brand Leader at Smirnoff. "Smirnoff Spicy Tamarind is
all about the harmony of sweet and spicy, and our collaboration
with Glamsquad brings that same unexpected energy to makeup.
Together, we're celebrating the Hispanic community, showing that
with Smirnoff Spicy Tamarind, no flavor—or look—is off-limits."
First in the glam chair was the queen of GRWM: reality
TV star Scheana Shay. Before heading out last Friday night in
the city that never sleeps, guests (21+) joined Shay to sip the
sweet and savor the spicy of signature Smirnoff Spicy Tamarind
cocktails, such as the The Piña Picante, Smirnoff Spicy Tama-rita
and Pineapple Drop Shot, while getting their glam on.
"I had so much fun getting ready with Smirnoff on National
Vodka Day," said Scheana Shay. "I felt inspired by the sweet notes
of my favorite Smirnoff Spicy Tamarind cocktails, so I opted for
Dulce Diva glam. And the best part is that Smirnoff Spicy Tamarind
is serving up looks all month long, so I can't wait to see what
other bold glam moments I can pair with my favorite cocktails."
SMIRNOFF SPICY TAMARIND WILL ALSO BE EMBRACING NEW ADVENTURES
ON SCREENS
Filmed in Mexico, the
new TVCs will reveal how every sip holds a sweet and spicy
combination; the sweet can be savored with friends but the
spiciness kicks in while exploring new places and when welcoming
the thrill of the unexpected. Smirnoff Spicy Tamarind will also be
swaying onto digital screens with content created by and featuring
hispanic creators.
THE SPICY CELEBRATIONS CONTINUE
Smirnoff Spicy Tamarind will bring the Sweet & Spicy Glam
Bar to Muertos Fest in San Antonio,
Texas, from October 28 - 29 to
help festival goers honor their cultural traditions around
Dia de los Muertos.
Smirnoff Spicy Tamarind first rolled out in US markets in 2020,
quickly becoming a go-to for spicy enthusiasts everywhere. A Double
Gold winner at the 2024 San Francisco World Spirits Competition,
Spicy Tamarind brings a tantalizing blend of Mexico's favorite tangy, sweet and spicy
flavors that'll turn your sweet and spicy adventures into an
unforgettable experience. At a suggested retail price of
$12.99 for a 750ml bottle, it's
available nationwide. Visit Smirnoff.com to find out where to
buy and delicious cocktail recipes like the signature Piña
Picante.
*Disclaimers: Consumers 21+ can book the Smirnoff Spicy
Tamarind looks on the Glamsquad website or app, available
October 8, 2024 – November 2, 2024. Consumers must book a Glamsquad
makeup appointment to add-on the looks for no additional
cost.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864,
revolutionizing drinking culture across generations: from inventing
the Mule and reimagining the vodka martini to creating a cultural
mainstay that defines the flavored malt beverage category with the
launch of Smirnoff Ice in 2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along
with a dedicated history of adding fun to any occasion while
keeping diversity and inclusion at the forefront. Truly showing the
power of socializing when everyone (21+) is invited to
celebrate.
The Smirnoff portfolio offers a variety of options for
adults across vodka and flavored malt beverages. Current offerings
include foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a
line of flavors in North America
and ready-to-serve flavored malt beverages including Smirnoff
Seltzer and Smirnoff Ice Smash. From culturally relevant limited
editions to new innovations and zero sugar offerings, Smirnoff has
always been known for quality and affordability, and prides itself
on giving the people what they want.
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange
(NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their
products are sold in more than 180 countries around the world. For
more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
on Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA.
MEDIA CONTACTS:
Brooke Smith
DIAGEO
Brooke.Smith@diageo.com
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff