SMIRNOFF announces agreement with Live Nation Entertainment

'Be There' Box Office to provide one-of-a-kind experiences for SMIRNOFF customers

TORONTO, July 27 /CNW/ - SMIRNOFF(C), the world's No. 1 vodka, today announced a new partnership with Live Nation Entertainment to create one-of-a-kind live entertainment experiences for music lovers across Canada.

The promotional relationship will give SMIRNOFF customers special access to tickets and discounts for Live Nation concerts held in Canada, as well as provide chances for exclusive experiences, such as backstage entry and artist meet and greets.

"As the largest live entertainment company in the world, Live Nation has a record of providing exceptional experiences for all music fans," said Iain Chalmers, Vice President of Marketing, Diageo Canada. "SMIRNOFF also has a long history of creating special moments for our customers, and we are thrilled to join together with Live Nation to now bring these live entertainment events to new and exciting levels."

The SMIRNOFF 'Be There' Box Office, accessed from http://www.facebook.com/SmirnoffCanada, will give SMIRNOFF and SMIRNOFF ICE customers special privileges to purchase premium tickets, as well as opportunities to bypass the line to enter more than 200 Live Nation concerts. Through their on- and off-premise SMIRNOFF purchases, customers will be given the chance to win exclusive experiences, such as backstage tours and artists meet and greets at select Live Nation concerts.

The agreement also allows for hospitality, brand visibility and signage in Live Nation venues, such as Toronto's Molson Amphitheatre and Vancouver's Commodore Ballroom, as well as on- and off-premise point of sale materials, displays and contesting.

"Live Nation has a strong reputation of providing unparalleled experiences for millions of music fans, and we are proud to align with SMIRNOFF to continue this tradition," said John May, Senior Vice President, Live Nation Network.

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

About Live Nation Entertainment

Live Nation Entertainment (NYSE-LYV) is the largest live entertainment company in the world, consisting of five businesses: concert promotion and venue operations, sponsorship, ticketing solutions, e-commerce and artist management. Live Nation seeks to innovate and enhance the live entertainment experience for artists and fans: before, during and after the show. In 2009, Live Nation sold 140 million tickets, promoted 21,000 concerts, partnered with 850 sponsors and averaged 25 million unique monthly users of its e-commerce sites. For additional information, visit www.livenation.com/investors.

SOURCE SMIRNOFF

For further information: For further information: Erika Molnar-Rioux, High Road Communications, 416-644-2234, emolnar-rioux@highroad.com; Alanna Stone, Diageo Canada, 416-641-1712, alanna.stone@diageo.com

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