Smirnoff Spiked Sparkling Seltzer Offers Airline Upgrades



Smirnoff’s Spiked Sparkling Seltzer has a crisp, bright taste that can bring a smile to just about any situation. And now, Smirnoff is putting their seltzer’s bubbly personality up against one of the least bubbly, least smile-inducing situations in modern life: the middle seat on an airplane during holiday season.

Since its introduction several years ago, the Smirnoff Spiked Sparkling Seltzer line has been a hit with consumers, capitalizing on the effervescent growth of the category (up from $11 million two years ago to $295 million, according to Nielsen) with four delicious flavors: Cranberry Lime, Watermelon, Berry Lemonade, and Raspberry Rose. Now, the brand is delivering even more joy through the Smirnoff Seltzer Upgrade program, a $50,000 initiative to offer upgrades to Smirnoff Spiked Sparkling Seltzer consumers who booked middle seats on domestic flights from Dec. 17 through Jan. 31. Adult consumers with these unfortunate bookings shared their stories at the Smirnoff Seltzer Upgrade site, and now Smirnoff is rewarding those unlucky/lucky fliers with a #FunofaKind experience and seat upgrade.

According to a statement from Smirnoff, 61 million people flew on domestic flights last December, and more are expected this year, forcing more and more people into the dreaded middle seat. What’s more, a survey from 3M found that a majority of Americans would rather get stuck in traffic (56 percent), go on a blind date (56 percent) or go to the dentist (54 percent) than sit in the middle seat on a full flight. Given this situation, Smirnoff saw an opportunity to engage consumers with some welcome relief, all while spreading the Smirnoff brand message during the holiday season. 

"The holidays are the best. Traveling for the holidays though…the worst," said Krista Kiisk, Brand Director, Smirnoff Seltzer in a recent statement. "We believe that there is an opportunity for fun in any moment, whether it's finding delicious flavor in a drink that contains zero sugar or embracing the chaos of holiday travel. Smirnoff Seltzer's holiday campaign and commitment to spend up to $50,000 to rescue as many people as possible from the misery of the middle seat is helping people find that fun."

Follow Smirnoff on Twitter at @SmirnoffUS and on Facebook at for more information on the contest as it develops. 

Read Next Article See all Group news