THE SMIRNOFF NIGHTLIFE EXCHANGE PROJECT

CANADA AND INDIA TO SWAP NIGHTLIFE AS PART OF THE WORLD'S FIRST
NIGHTLIFE EXCHANGE

TORONTO, Oct. 22 /CNW/ - Today, SMIRNOFF© reveals that on November 27th, 2010, Canada will receive the best of India's nightlife culture as part of The Smirnoff Nightlife Exchange Project - a one-of-a-kind global experience in which 14 countries pair up to exchange crates containing the best of their local nightlife. In turn, India will receive the best of Canada's homegrown nightlife.

Continuing on a mission to inspire and enable unique experiences, the Smirnoff Nightlife Exchange Project has uncovered the best of global nightlife, and will now celebrate the outcome when two very different cultures collide to create something extraordinary. A community of more than 50,000 consumers from across the country submitted their suggestions for what best characterizes nightlife in Canada - from fashion trends and musical styles to locally inspired cocktails - via Facebook www.Facebook.com/SmirnoffCanada. Once all of the suggestions were in, USS (Ubiquitous Synergy Seeker), curator for Smirnoff Canada's Nightlife Exchange Project, helped select the ones that best represented Canada's vibrant and varied nightlife.  These ideas will now be gathered for India to experience when the world swaps nights in an epic finale on November 27^th, 2010.

What can be expected to land in Canada? Smirnoff India's curator Nikhil Chinapa helped conduct a similar search for the best of India's nightlife, rallying ideas from the public on best-loved tracks, favourite cocktails and upcoming local talent.  India's nightlife will be highlighted at an event in Toronto on November 27^th, 2010.  Fans can look forward to experiencing two great exponents of electronica in India - Jalebee Cartel and Shaa'ir + Func. Their music reflects the fusion that is India, with contemporary sounds of electronica interspersed with traditional percussive Indian beats. This theme of fusion will also be seen in the glamorous fashions on display, eclectic dance performances, exotic Smirnoff cocktails and the dramatic décor of the venue, which will be an interesting mix of traditional Indian motifs in a contemporary setting.

India can look forward to experiencing the best of Canada and our nightlife through a Great Canadian outdoors themed event.  The event will be taken to the next level with performances by Max Graham, Zara Taylor and DJ Sultan, complemented with Canadian specialties like maple syrup cocktails and the Smirnoff Mule, which has been specifically created to celebrate The Smirnoff Nightlife Exchange Project.

"We're super pumped to see the best of Canada's nightlife come alive for the people of India to enjoy. After weeks of voting and some awesome suggestions on what makes Canada's nightlife truly unique, the event on November 27^th promises to be an off the hook experience. Smirnoff's intention of creating original nightlife experiences is right on point. India, get ready!" says, Human Kebab, USS.

The pairings for the 14 countries taking part have been revealed as follows:

Australia - SYDNEY	<--->	Brazil - SÃO PAULO
Argentina - BUENOS AIRES	<--->	Ireland - DUBLIN
Great Britain - LONDON	<--->	USA - MIAMI
Germany - BERLIN	<--->	South Africa - CAPE TOWN
Lebanon - BEIRUT	<--->	Thailand - BANGKOK
Canada - TORONTO	<--->	India - BANGALORE
Poland - WARSAW	<--->	Venezuela - CARACAS

Smirnoff encourages you to drink 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.  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 onto 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.

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