Smirnoff branding is, for the most part, standard alcoholic drink advertising, but not this time. This display is much less about the alcohol and more about the display itself.
This display looks like a Van de Graaff generator, which is the circular electric ball that makes people's hair stand on end. Rather than it being a ball on top though, the entire case is filled with colorful electricity.
It's unlikely that you'll be able to drink the bottle but the Smirnoff branding is excellent. Combining the party lifestyle with science is a strange parallel but it makes for an unforgettable marketing experience. Considering the main use of this will more than likely be as a novelty item, the potential for this kind of branding is still wide open.