"According to The Brand Champions 2025 report on the global spirits business, Smirnoff was a top performer, selling over 24 million cases - more than the next two brands combined! Even in America, where Tito's Handmade Vodka holds over 28% of the market share, Smirnoff sits in second place in terms of sales, well ahead of Grey Goose and Absolut."
"According to Smirnoff's official website, the brand's vodka is triple distilled and filtered 10 times for a "dry finish" and "essential smoothness". But renowned Scottish mixologist Jack Jamieson disagrees quite emphatically. "I typically avoid the vodkas from the big-name brands, but for varying reasons," he told Chowhound in an interview, adding that this was definitely the case when it came to Smirnoff's parent company, Diageo."
Smirnoff sells over 24 million cases globally and ranks second in U.S. sales behind Tito's Handmade Vodka. The brand promotes triple distillation and tenfold filtration for a dry finish and essential smoothness. Renowned mixologist Jack Jamieson criticizes Diageo and avoids Smirnoff, calling Diageo products poor quality and overpriced. Smirnoff's long history dates to Russia in 1864 and U.S. success involved clever marketing. Jack Jamieson has over 70,000 Instagram followers and was named Scottish Drinks Influencer of the Year in 2022. The contrast between massive popularity and disputed quality frames Smirnoff as a best-selling but contested vodka brand.
Read at Tasting Table
Unable to calculate read time
Collection
[
|
...
]