date:Jan 06, 2016
t it is planning to revive its vodka brand Smirnoff, following two years of dipping sales in the US.
In the recent years, the attractiveness of vodka has declined with consumers shifting more towards whisky and tequila.
Menezes opined that revival of Smirnoff was top priority.
Vodka represents 12% of Diageo's net sales to around $1.96bn that year, and Smirnoff makes the biggest contribution at 56%.