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Philadelphia Native to Represent U.S. in Global Smirnoff Experience Program

NORWALK, Conn., Oct. 12 /PRNewswire-FirstCall/ -- The Smirnoff Co., owner of Smirnoff(R) vodka, the world's number-one selling premium spirit, announced today that Philadelphia resident Ben Robinson III is the United States winner in its global search for 10 people who will visit the world's most exciting events, festivals, bars and clubs across six continents. Robinson will join nine other jet-setters from Poland, the United Kingdom, Canada, Latin America, Brazil, Thailand, South Africa and Japan -- dubbed "the Smirnoff Ten" -- for one year, as they re-trace the journey of the Smirnoff brand in a celebration of its rich heritage.

As a member of the Smirnoff Ten, Robinson attended the inaugural Smirnoff Experience event in Moscow on September 29th, to be followed by stints in Shanghai, Paris and New York -- four landmark cities in Smirnoff history. The brand sought out writers, photographers, reporters, cameramen/women and editors with unique style and finesse to comprise the Smirnoff Ten.

Robinson, age 29, owns a video production company with his cousins called The Pham Productions, combining his love for Philadelphia and family. Selected specifically to report on hip-hop music, for which he has a great deal of knowledge and affinity, Robinson hopes to use his video production skills and learnings on the road to communicate the Smirnoff Experience to the rest of the world. Robinson describes himself in the same way he describes his home town; "real, accessible and with soul."

Content derived from the short films, blogs, photos and other media the Smirnoff Ten will be generating from their travels will be featured on as well as on websites, TV, radio, and print. Under an agreement with YouTube, the Smirnoff Ten will be featured on a branded channel throughout the year.

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.

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.

    For Further Details, Please Contact:
    Libby Tierney                      Patti Costantino
    Taylor -- (212) 714-1280 x 310     Diageo -- (646) 223-2040    

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

Source: Diageo

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