Why is this necessary?

At the grocery store today (in the health food section, no less) I spied a new product that left me wondering: What the hell were they thinking when they pitched this product??

What is it? Smirnoff Source: Spring Water + alcohol.

Yes, I'm serious. I couldn't make this up if I wanted to.

I found some info online about it: "This new lower-alcohol malt beverage delivers to consumers an ultra-premium product with the cache and provenance of the Smirnoff Brand," said Mark Breene, vice president, Diageo Progressive Adult Beverages. "We are creating a new experience for adult consumers with a lower-alcohol productthat fits in with today's contemporary adult lifestyle."

I cannot, for the life of me, figure out why this product is necessary. Currently, it's available in 15 midwestern states and will soon be sold in clubs in Vegas and LA.

Seems rather stupid to me.


  1. I guess its a good alternative for people who don't drink pop? Instead of a rum & coke, you can opt for spiked water!