SMIRNOFF© LAUNCHES THE WORLD'S FIRST NIGHTLIFE EXCHANGE

TORONTO, Sept. 12 /CNW/ - In an ambitious move set to break new ground in nightlife experiences, the world's leading vodka brand SMIRNOFF© today unveils its global campaign, 'The Smirnoff Nightlife Exchange Project'.  In Toronto, local Canadian talent, USS (Ubiquitous Synergy Seeker) is on hand for the Canadian launch. 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 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 November 27^th, the world will swap nights, with each country exchanging the best of their nightlife with that of another.

SMIRNOFF believes in doing things differently: that when you overturn convention or simply change one of the ingredients of a night out, you can create something special, something extraordinary - a night you look back on and are proud to say "I was there". Part of the "Be There" campaign, The Smirnoff Nightlife Exchange Project, the brand's most audacious mission yet, sees 14 countries embarking on a cultural exchange. Hailing from six continents, the 14 countries taking part - Canada, USA, Great Britain, Argentina, Australia, Brazil, 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 flavour to the project.

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 centre. Via a dedicated hub on Facebook (http://www.facebook.com/SmirnoffCanada), consumers are invited to make suggestions for what represents the best of Canadian nightlife. This might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to this country. Once the suggestions are in, it will be up to a local expert Curator in each country to decide what will represent the very best of each country's nightlife in the exchange.

Toronto-based USS is the select Curator for Canada's crate.  Fronted by master craftsmen Ashley Boo-Shultz and turntablist hype-man extraordinaire Jay Parsons (Human Kebab), the band is known for eliciting dance-floor eruptions with a jungle-grunge vibe, and who pop-step their way to a dance folk cuddle.

"To truly experience Canadian nightlife you need a curator that's all about its awesomeness and we are honoured and proud to be asked by Smirnoff to accept this role," says Human Kebab, USS. "Having toured our great nation from coast to coast we have rocked hard with Canadians nightly for many years now, so we're stoked to fill our crate with every inch of our country and show our exchange city how it's done."

The vital ingredients of each country's nightlife will be revealed on October 22^nd. Each country will then pack up the best of its nightlife into a crate for one of the other countries to experience on November 27^th, 2010. The question is - what country will Canada get?

Tonight in downtown Toronto, USS and SMIRNOFF are celebrating this unique partnership by lighting up the night sky as dancers ascend on a mid-air dance floor - the first ever in Toronto - suspended high above the movie-going crowd.  At 8:00pm EST., USS will rock Toronto nightlife at 100 John Street, and perform an exclusive track to kick off the Smirnoff Nightlife Exchange Project. 

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

When enjoying any SMIRNOFF product, SMIRNOFF reminds you to please do so responsibly.

All applicants must be above legal drinking age.

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, responsibly.

/NOTE TO PHOTO EDITORS: Photos accompanying this release are available at http://photos.newswire.ca. Images are free to accredited members of the media/

For further information: