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Do we like Smirnoff?

Vodka and Smirnoff Ice ready-to-drink brand, owned by Diageo, which is based in London, UK.

Our score: 5 out of 10. A mainstream alcohol brand with no big recent scandal in what we found. Its owner Diageo has a mixed legal record, and alcohol itself carries health harm. We'd hold back.

Smirnoff is Diageo's vodka brand, and Diageo is the London-listed drinks giant. Smirnoff Ice is a big push: Diageo's boss says the company created the ready-to-drink category 26 years ago. Smirnoff Ice has also become the number one ready-to-drink brand in Ireland, per Diageo's annual report.

At the top, Sir Dave Lewis became Diageo CEO on 1 January 2026. He used to run Tesco and spent 28 years at Unilever. Debra Crew left abruptly in July 2025, and Nik Jhangiani filled in until Lewis arrived.

The brand has a long history of legal fights. Descendants of the Smirnoff founder lost a US trademark claim in Delaware. A Russian court once ordered Diageo to stop selling Smirnoff there, around 2001, and Diageo appealed. Diageo also agreed to pay a $5m SEC fine over concealed liquor overshipments.

We'd call it a middling score. We found nothing recent and damning, but also no standout good deeds. An old SEC settlement and the usual harms of alcohol keep it at the halfway mark.

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Our take, from what the sources we read say on the day we checked. It can miss things; tap a source to read it.