Smirnoff produces Brazilian drink

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[Sao Paulo, Brazil] Brazil's popular national drink, the caipirinha, made of lime, sugar and a fiery local sugar-cane alcohol called cachaca, is being bottled by Smirnoff as Caipriroska, a less headache-inducing version of the caipirinha because it is made with vodka. After the Brazilian launch, the company plans to introduce Smirnoff Caipiroska in the U.S., Australia and parts of Europe.

In the Brazilian ad campaign by JWT Sao Paulo, young people at a beach house drinking Smirnoff Caipiroskas are listening to samba with Russian words instead of Portuguese. Brazil is one of the five most important worldwide markets for Smirnoff, accounting for 20.7% of sales by volume share, the company said. Alvaro Garcia, innovation marketing manager at Smirnoff parent Diageo, said the drink has export potential because most "gringos" don't know how to prepare it.

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