Polar Bears Ditch Hibernation to Bring the Chill to Summer Celebrations With Ursus® Vodka

New Colorful Flavored Vodka Line with Cold-Activated Label Launches Nationally

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Jun 23, 2010, 08:00 ET

NEW YORK, June 23 /PRNewswire-FirstCall/ -- Just in time for the summer, Diageo, the world's leading premium drinks business, today announced the launch of Ursus® Vodka, a line of premium, brightly-colored flavored vodkas. To signal the ideal serving temperature for Ursus, the label on the bottle changes from white to blue when chilled in a freezer.

Ursus, Latin for "bear," is a bold, triple distilled vodka with a unique line-up of Original vodka, Blue Raspberry, Green Apple and Punch, a flavor first in the vodka category. In addition, the cold-activated label is the first of its kind in the spirits industry.

"We know our party-faring consumers are constantly searching for new ways to stand out at their gatherings, but without breaking the bank," said Adam Rosen, Ursus Brand Director. "Ursus Vodka's attention-grabbing liquid, quirky polar bear logo and color-changing label makes for a vodka with tons of personality and just the right dose of light-hearted fun at an affordable price."

The launch will be supported by an integrated marketing effort that includes promotions, event sponsorship and merchandising, in addition to digital media buys. The Ursus Bear mascot and Ursus Vodka sampling team will hold on- and off-premise sampling events where legal.

Ursus Vodka will be available in grocery, liquor, club and drug stores nationwide. The 40% Alcohol By Volume (ABV) Ursus original vodka and the 30% ABV Ursus flavored vodkas retail at $10.99 per 750ml bottle.

Whether chilled straight, on the rocks or with a favorite mixer, Ursus Vodka should always be enjoyed responsibly.

About Ursus

Ursus Vodka is a new line premium vodka that is triple distilled for a smooth taste and an outrageous flavor. The Ursus Vodka portfolio offers juicy-tasting and brightly-colored flavored vodkas. Ursus' unique and bold flavors include Original vodka, Blue Raspberry, Green Apple and a category first, Punch. The cold-activated label featuring the Ursus Bear changes from Frost White to Snow Blue when chilled at 45 degrees and under. For more information, visit www.diageo.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.