Smirnoff Vodka has redesigned the packaging of its iconic No. 21 Red bottle.

Rolling out now, the new design aims to provide a clear and impactful new look for the brand while keeping true to its heritage. The updated look and feel of the brand’s flagship product is also being reflected across all pos and promotional materials.

To support the redesign, Smirnoff has also launched a £4.5m brand campaign, ‘We’re Open,’ supported by selective media partnerships. The campaign is designed to increase brand recognition and highlight Smirnoff as a brand which celebrates inclusive communities.

Julie Bramham, marketing director for Smirnoff Western Europe, said: “The new design was borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers. We feel the new design really bring this to life in a way which delivers brilliant shelf standout.”