# Spring Water + Alcohol = Smirnoff Source Looks Like a Bottle of Water By Trend Huntress | Published 2007-07-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/spring-water-alcohol-smirnoff-source References: [usatoday](http://www.usatoday.com/money/advertising/2007-07-18-smirnoff-source_N.htm?csp=34) Packaged to look like bottled water, [Smirnoff](https://www.trendhunter.com/trends/smirnoff-electric-guava) Source tastes like vodka with a [hint of citrus](https://www.trendhunter.com/trends/citrus-cucumber), but is actually a malt beverage. It is being marketed as an alternative to light beers; it is lighter in taste, calories, carbonation, and alcohol. It's also lighter than other malt beverages on the market weighing in at a whopping 3.5% alcohol content. The only thing that's not light about source is its pricetag. Four packs are being sold for about $10. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 85% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Low Alcohol Beverages:** Opportunities to create more alcohol alternatives like Smirnoff Source with lower alcohol content and lighter taste. - **Disguised Packaging:** Disguising alcoholic products as non-alcoholic products may be an innovative way to attract non-alcoholic drinkers or reduce the stigma associated with alcoholic products. - **Affordable Premium Beverages:** Opportunities to create affordable low-alcohol premium beverages, like Smirnoff Source, targeted at health-conscious consumers. ### Where This Applies - **Alcoholic Beverages:** Alcoholic beverage manufacturers can create light and low-alcohol products using disguised packaging and attractive pricing to target consumers seeking healthier options. - **Non-alcoholic Beverages:** Non-alcoholic beverage manufacturers can explore creating light alcoholic beverages with disguised packaging to attract new audiences. - **Packaging Industry:** The packaging industry can innovate to meet the demand for disguised packaging for alcohol products as they become more popular among health-conscious consumers. ## Related on Trend Hunter - [Fruit-Forward Canned Cocktails](https://www.trendhunter.com/trends/smirnoff-smash-vodka-soda.md) - [Low-Calorie RTD Vodka Cocktails](https://www.trendhunter.com/trends/vodka-refreshers.md) - [Sugar-Free Low-Proof Vodkas](https://www.trendhunter.com/trends/body-vodka.md) - [Flavored Alcoholic Iced Teas](https://www.trendhunter.com/trends/smirnoff-ice-tea.md) - [Hard Seltzer-Inspired Vodkas](https://www.trendhunter.com/trends/truly-flavored-vodka.md) - [Watermelon-Flavored Citrus Cocktails](https://www.trendhunter.com/trends/absolut-sprite.md) - [Non-Cardbonated Vodka Teas](https://www.trendhunter.com/trends/skimmers.md) - [Nostalgic Summertime Spirits](https://www.trendhunter.com/trends/smirnoff-blue-raspberry-lemonade.md) - [Fruity Vodka Sodas](https://www.trendhunter.com/trends/truly-vodka-soda.md)