Smirnoff Vodka is bringing back its Spicy Tamarind in time for Día de los Muertos this year, but in a limited edition package that matches the energy and vibrancy of the holiday’s celebrations. The brightly colored bottle glows in the dark and displays a “solo y frio” message under blacklight when chilled.
The launch, which is also just in time for Hispanic Heritage month, is something Smirnoff brand manager Gustavo Salguero said the brand is proud of because it will help expand Spicy Tamarind’s footprint in the U.S. to over 15 new markets.
The new packaging “gives a nod to the vibrancy of Mexican culture,” Salguero said. “The authentic sweet and spicy flavor originally gained its popularity as a top flavor in Mexico and we’re excited to bring it to more consumers 21+ in the U.S. looking to connect with their heritage throughout some of the most festive times of the year.”
The seasonal favorite, first launched in 2017, will now be available year round in Arizona, California, Colorado, Illinois, New Mexico and Texas. Spicy Tamarind will also hit stores for a limited time in 13 other U.S. states this year: Arkansas, Kansas, Louisiana, Maryland, Massachusetts, Missouri, Nebraska, Nevada, New Jersey, North Dakota, South Dakota, Vermont and Wisconsin.
The launch is supported by a digital marketing strategy that includes short video spots between six and 15 seconds to run on the brand’s social platforms throughout the season. The spots highlight the sweet and spicy flavor combo within the flavored vodka drink, demonstrating different ways to consume Spicy Tamarind—in a daytime cocktail or chilled nighttime shot.
Aimed at bringing a bit of cultural heritage and flavor to Mexican-Americans in the U.S., Smirnoff Spicy Tamarind combines the sweet flavor of tamarind with spicy Mexican chilies, topping it off with a note of lime and hint of salt.