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An 'Experience' of Global Proportions

NEW YORK, July 5 /PRNewswire/ -- Smirnoff(R), the world's number-one selling premium spirit*, announced today a global search for 10 consumers to travel the world in pursuit of original nightlife experiences. One lucky person from the U.S. will have the opportunity to join nine others from around the globe - dubbed The Smirnoff Ten - to travel together for one year as they re-trace the worldwide journey of the Smirnoff brand. This adventure will be documented through short films, blogs, photos and other media.

As part of the journey, the crew of globetrotters will travel to Smirnoff Experience events in Moscow, Shanghai, Paris and New York - the four landmark cities in the brand's history. Each Smirnoff Experience event recreates and celebrates the legacy and heritage Vladimir Smirnoff experienced in that city. In addition, The Smirnoff Ten will visit the world's most exciting events, festivals, bars and clubs across six continents (Asia, Europe, South Africa, Australia, North and South America). Smirnoff is seeking writers, photographers, reporters, cameramen/women and editors with unique style and finesse to comprise The Smirnoff Ten. Smirnoff will also be looking for those who are tastemakers of nightlife in their area, such as mixologists, DJs, promoters, and those who live the urban culture and can work the scene anywhere in the world.

The Smirnoff Ten will focus on the unique people and the exciting places that are shaping nightlife experiences. Each team member will report their findings back to Smirnoff through short films, blogs, photoblogs and/or articles. The submitted content will be featured on as well as on websites, TV, radio, and print. As part of this effort, Smirnoff has agreed to a deal with YouTube, which will feature The Smirnoff Ten on a branded channel throughout the year.

Enter by visiting through August 20, 2007. Applicants must be 21 years or older. No purchase is required to participate. Official rules apply. One winner will be selected from the U.S.; the remaining nine winners will be selected from countries around the globe. Their journey will begin at the Smirnoff Experience Moscow event in Russia on September 29th, 2007.

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.

    For Further Details, Please Contact:
    Danielle Eddy                    Patti Costantino
    Taylor -- (212) 714-1280 x 295   Diageo -- (646) 223-2040     

About Diageo

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

Celebrating life, every day, everywhere, responsibly.

About Smirnoff

Smirnoff, the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia, and was introduced in the United States in 1934. In a recent New York Times blind taste test of 21 world-class vodkas, Smirnoff was named its "hands-down favorite" and was also recognized with a gold medal in the 2003 San Francisco World Spirits Competition. Smirnoff has always been known for quality vodka and is enjoyed responsibly in 130 countries around the world. For more information, log on to

About The Smirnoff Experience

Smirnoff Experience is a multi-year program that will span the globe in celebration of the brand's heritage and status as the world's best selling spirit. Smirnoff Experience will include a series of events and original celebrations across four cities that mark significant milestones in the brand's history.

The first year of the Smirnoff Experience will focus on the brand's rich heritage, retracing the amazing journey of Vladimir Smirnoff. Beginning in September, the first celebration will take consumers back to the brand's birthplace in Russia, with a major event in Moscow. The journey will continue on to Shanghai, one of the cities visited by Vladimir at the height of Smirnoff's early international success. Smirnoff Experience will then move on to Paris, where Vladimir escaped to after fleeing the Russian revolution and began making his own vodkas in his father's tradition. In September 2008, year one of the Smirnoff Experience will conclude with a celebration in New York, the city where Smirnoff first got started in America. For more information visit

*(IMPACT, Volume 36, Nos. 5&6, March 1&15, 2006)

Source: Diageo

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