Hold the Foam: SMIRNOFF(R) Captures Flavors From Your Favorite Floats and Lattes in Its First 100-Proof Flavored Vodkas

WORLD'S BEST-SELLING VODKA INTRODUCES A UNIQUE TASTE EXPERIENCE WITH SPICED ROOT BEER AND DARK ROASTED ESPRESSO FLAVORED VODKAS

News provided by

Diageo

Mar 09, 2010, 07:30 ET

NORWALK, Conn., March 9 /PRNewswire-FirstCall/ -- SMIRNOFF® Vodka has done it again. The world's #1 vodka, continues to pioneer the vodka industry with today's launch of its first 100-proof flavored vodkas -- Spiced Root Beer and Dark Roasted Espresso. These extensions, under the SMIRNOFF Blue Label portfolio, are the first additions to the SMIRNOFF 100-proof vodka extension.

The new Spiced Root Beer and Dark Roasted Espresso flavors both take on the attributes of 100-proof SMIRNOFF Blue, providing a smooth and intense taste experience. Each combines super-premium crafted ingredients with the great taste of SMIRNOFF Blue label, resulting in a crisp vodka with robust flavors and aromas. These distinct and complex flavors will create original cocktail experiences proving that SMIRNOFF ingenuity knows no boundaries.

"We are excited to launch the first ever 100-proof flavored vodka offerings by the world's number one selling premium spirit," said David Tapscott, DIAGEO, Director of SMIRNOFF Vodka. "Spiced Root Beer and Dark Roasted Espresso are great additions to our portfolio, and signify the brand's commitment to being 'there'— 'there' at the forefront of innovation with a unique approach to the category; and 'there' offering consumers new ways to enjoy life's many flavors and good times responsibly."

The SMIRNOFF brand has set the tone, as it steadfastly drives innovation and the development of quality products within the category. The marketplace is continually demonstrating an appetite for flavored offerings particularly within the vodka category. SMIRNOFF answered consumer demand with the release of SMIRNOFF Blue and hopes to further its ability to answer the needs of tastemakers with the launch of Dark Roasted Espresso and Spiced Root Beer.

SMIRNOFF Spiced Root Beer and Dark Roasted Espresso are available nationwide at local retailers where SMIRNOFF Blue is sold in 50mL, 375mL, 750mL, 1L and 1.75L sizes. The suggested retail price for SMIRNOFF Spiced Root Beer and Dark Roast Espresso is $16.99 per 750mL bottle (prices may very per market).

In addition to the launch of the flavors, SMIRNOFF Blue has also undergone an eye-opening package redesign and packs an improved taste experience. The improved packaging encompasses the SMIRNOFF Regal Eagle logo in blue and is aligned with the strength of the brand. The improved SMIRNOFF Blue started to ship in December 2009.

Whether on the rocks or with a splash of a complementary mixer, SMIRNOFF Blue, Spiced Root Beer and Dark Roasted Espresso offer a new vodka experience and should be enjoyed 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 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 www.SMIRNOFF.com. *(IMPACT, February 1 and 15, 2008)

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.

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