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Smirnoff's No.21 vodka is now non-GMO

On the heels of launching its Fun Percent campaign, Smirnoff announced its No. 21 vodka is now made with non-GMO grains.

To make this exciting announcement, the Norwalk, Conn.-based company partnered with actors Ted Danson and Jenna Fischer to share the news in a new ad that also is an extension of its previous campaign.

“Watching Ted Danson on TV made me want to be a comedy actress, and watching him in the Smirnoff commercials made me want a martini. So, imagine my delight when they asked me to come join him in their latest campaign to help announce that Smirnoff No. 21 Vodka is now non-GMO,” Fischer said. “Working on set with Ted was a dream come true; he really is an American treasure.”

Smirnoff’s No. 21 vodka recipe is now non-GMO, and is offering consumers the same quality without changing its suggested retail price.

“We've always prided ourselves on being a quality vodka for everyone, and the decision to go non-GMO with our base vodka without raising the price of our product is another way that we are building on that long-standing brand promise,” Jay Sethi, vice president of Smirnoff at the Diageo North America, said. “By using non-GMO corn for Smirnoff No. 21 Vodka, we're ensuring that anyone who avoids gluten and GMO ingredients in their everyday life still has the option to enjoy a delicious Smirnoff cocktail.”

To mark the occasion, the brand also is rolling out a new packaging design for the beverage that pays tribute to its heritage, while also integrating a sleek and bold look.

“Smirnoff No. 21 Vodka has a new look, and she's absolutely gorg,” Queer Eye cast member and Smirnoff Fun Percent campaign star Jonathan Van Ness said. “My life is all about balance, and the new bottle isn't just stunning, but it's also inexpensive! The vodka is actually gluten-free and non-GMO, which I live for. Now with Smirnoff, you can say yes to quality ingredients, yes to value and yes to drinking responsibly, honey.”
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