SMIRNOFF Asks Countries to 'Box Up' and 'Ship Out' Their Nightlife Around the Globe / World's No. 1 Vodka Launches "Nightlife Exchange Project" - A Global Campaign For Countries to Share Their Nightlife Cultures With Other Countries Around The World

NORWALK, Conn., Sept. 13 /PRNewswire/ -- A luxurious South Beach yacht party in Great Britain? An over-the-top Brazilian Carnivale celebration in Thailand? It's all possible with the new SMIRNOFF "Nightlife Exchange Project," a globally inspired campaign to bring the world's celebrations together for a once-in-a-lifetime cultural exchange.

(Photo: http://photos.prnewswire.com/prnh/20100913/NY63849 ) (Photo: http://www.newscom.com/cgi-bin/prnh/20100913/NY63849 )

In an ambitious move set to break new ground in nightlife experiences, the world's leading vodka brand today unveils the 'Smirnoff Nightlife Exchange Project'. Continuing on a mission to inspire and enable more one-of-a-kind experiences, this bold attempt will see 14 countries work with respected nightlife figures to discover and celebrate responsibly the best elements of their country's nightlife. These ideas will be captured online, packed-up in a crate and transformed into exciting event experiences. In an epic finale on 27th November, the world will swap nights, with each country exchanging the best of their nightlife with that of another.

Hailing from six continents, the 14 countries taking part - USA, Great Britain, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela - represent the many vibrant sights, sounds and tastes of global nightlife culture today, and will each bring a unique and exciting flavor to the project. The lucky U.S. city participating in the project is Miami - a city that certainly "brings the heat" and is known globally for its unforgettably iconic party scene. In turn for providing all the makings for an ultimate South Beach party for another country, Miami partiers will get the opportunity to experience a global celebration unlike anything they've experienced before compliments of their partner city. A full list of participating cities, along with their partner cities, will be unveiled on October 22, 2010.

"We are on a mission to not only inspire, but to enable our consumers to enjoy one-of-a-kind experiences by utilizing the 'Nightlife Exchange Project' to connect fourteen countries from all across the globe," said David Tapscott, Brand Director, SMIRNOFF. "As the world's best-selling vodka, we feel SMIRNOFF is the picture-perfect brand to deliver these ultimate yet original nights to consumers around the world."

Having already rallied a global online community of over 2 million like-minded people, The Smirnoff Nightlife Exchange Project puts these fans and the general public at its very center. Via a dedicated hub on Facebook http://www.facebook.com/smirnoffus, consumers are invited to make suggestions for what represents the best of responsible nightlife. This might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to a particular part of the world. Once the suggestions are in, it will be up to the local expert curator in each country to decide what will represent the very best of each country's nightlife in the exchange.

DJ Irie, the official DJ to Jamie Foxx and the 2006 NBA World Champion Miami Heat, is set to curate Miami's crate. DJ Irie is the most listened to DJ in Miami and his multi-cultural background and ability to infuse every party with infinite energy makes him the ideal curator and representative of Miami's party culture.

Submit your ideas to help shape this unique global experience and find out how you can join the worldwide party on the 27th November by becoming a fan at http://www.facebook.com/smirnoffus - it's set to be an event not to be missed.

For additional information, please visit http://www.smirnoff.com/. And always remember to choose SMIRNOFF and enjoy 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 the brand was revived in the United States in 1934. In a January 2005 New York Times blind taste test of 21 world-class vodkas, SMIRNOFF was named its "hands-down favorite." SMIRNOFF has always been known for quality vodka and is enjoyed responsibly in 130 countries around the world. For more information, log on to http://www.smirnoff.com/.

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, wines and beer categories. 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 more than 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/. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere, responsibly. MEDIA CONTACTS Carmen Muhammad Jamie Hakim Taylor Diageo [phone] [phone] [e-mail] [e-mail]

Photo: http://www.newscom.com/cgi-bin/prnh/20100913/NY63849
PRN Photo Desk, [e-mail]
http://photos.prnewswire.com/prnh/20100913/NY63849

SMIRNOFF

CONTACT: Carmen Muhammad of Taylor Global, [phone],
[e-mail], or Jamie Hakim of Diageo, [phone],
[e-mail], both for SMIRNOFF

Web Site: http://www.smirnoff.com/