Diageo has launched a new packing for its Smirnoff Black No.55 vodka.
The move comes after company research found that the public are looking for more premium offerings.
The bottle has been redesigned with target consumers of men aged 25-35 in mind.
The company says that premium vodka is growing at twice the rate of mainstream vodka.
Diageo adds that it is also amending its wholesale pricing to be more competitive for retailers.
TEL 0845 751 5101