Smirnoff Source™, the new premium malt beverage offering from Diageo North America that combines pure spring water with alcohol, today announced it will hold a benefit in New York City on June 14th, to raise funds on behalf of The Nature Conservancy (TNC), a leading conservation organization working around the world to protect ecologically important lands and waters for nature and people. The event, entitled “Conservation Starts at the Source,” will be hosted by Anna Kournikova and feature a performance by celebrity DJ Samantha Ronson.
Recently released in the Northeast, Smirnoff Source™ (3.5% alcohol by volume) is the first malt beverage in the U.S. to contain pure spring water and alcohol. The beverage is light, crisp and perfectly balanced to deliver the ultimate in refreshing taste.
"In launching Smirnoff Source, we factored in our consumers' concerns for the environment and our shared concern for keeping Smirnoff Source’s pure spring water pure," said Mark Breene, vice president, Diageo Progressive Adult Beverages. "The Nature Conservancy's solid reputation and proven track record of producing tangible, lasting results for the environment makes them the perfect organization to benefit from this event," he added.
"We're pleased to have this opportunity to help raise awareness of the need to conserve the natural systems that sustain life on Earth," said Steve Ertel, Director of Media Relations for The Nature Conservancy. "As the challenges facing the planet become more urgent, it is increasingly critical to incorporate environmental thinking into our daily lives. We hope to inspire a new generation of environmentalists, and we hope 'Conservation Starts at the Source' can remind people that their choices can and do affect the world around them."
As an internationally-recognized tennis star, Anna Kournikova is one of today’s leading female professional athletes. Anna’s undeniable commitment to tennis and sportsmanship remain strong as she continues to expand her career and grow both personally and professionally. Anna’s illustrious tennis career has helped her transcend the sports industry and catapult her into the mainstream worlds of fashion, beauty, business, health and fitness. Anna's accomplishments on the court have transcended off the court, making her one of the most recognized athletes in the world and a respected member of the sports community.
Smirnoff Source is the latest product to be offered as part of Diageo’s industry-leading Progressive Adult Beverage (PAB) category. Other PAB product offerings include Smirnoff Ice®, Smirnoff® Raw Tea™ and Captain Morgan Parrot Bay™ Tropical Malt Beverages.
When enjoying this new product, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world's largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in some 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com.
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About The Nature Conservancy
The Nature Conservancy is a leading conservation organization working around the world to protect ecologically important lands and waters for nature and people. To date, the Conservancy and its more than one million members have been responsible for the protection of more than 15 million acres in the United States and have helped preserve more than 102 million acres in Latin America, the Caribbean, Asia and the Pacific. Visit The Nature Conservancy on the Web at www.nature.org.