Smirnoff is a globally recognized brand of vodka and a variety of other spirits and alcoholic beverages. The brand's origin dates back to 1864, when it was founded in Moscow by Pyotr Arsenievich Smirnov. The modern incarnation of the brand, however, traces its roots to the 1930s, when Pyotr's son, Vladimir Smirnov, revived the business after fleeing the Russian Revolution. The brand was later sold to the American company Heublein, which was instrumental in its rise to international prominence. Today, Smirnoff is owned and produced by the British company Diageo.

The brand's identity is built on a few key pillars: a commitment to quality and purity, a history of innovation, and a strong association with inclusivity and social progress. Smirnoff is famous for pioneering a charcoal filtration method to create a clean and smooth-tasting vodka. This process has become a hallmark of the brand and is still used today.

Smirnoff's portfolio is extensive, including its classic No. 21 vodka, which is the world's best-selling vodka, as well as a vast range of flavored vodkas, malt beverages like Smirnoff Ice, and a line of hard seltzers. The brand has a long history of being a trendsetter, from igniting the cocktail revolution in the 1950s to leading the flavored vodka boom. It is also known for its marketing campaigns that champion diversity and support social causes, particularly within the LGBTQ+ community.