**Media Alert / Photo Opportunity** - Hockey Reaches New Heights in Downtown Toronto

    TORONTO, Oct. 9 /CNW/ - It's been played on the streets, it's been played
on tables, it's even been played in water, but Smirnoff Ice, the official
cooler of the Toronto Maple Leafs, is taking hockey to a new level with the
unveiling of a live, vertical billboard hockey game. On October 9,
Yonge-Dundas Square plays host to Canada's favourite sport facing off live for
the first time ever on a 10-storey high billboard.
    Kick off the Toronto Maple Leafs opening game and be part of history.
Fans will also have the opportunity to compete in a Smirnoff Ice skills
competition with a chance to win a pair of tickets to the 2009/2010 Toronto
Maple Leafs season at the Air Canada Center. The evening will continue with an
outdoor, big-screen broadcast of the first game of the regular season between
the Toronto Maple Leafs and the Detroit Red Wings at Yonge-Dundas Square.

    One-on-one interviews and photo opportunities available:
    -   Ruairi Twomey, Marketing Director, Smirnoff Ice
    -   Smirnoff Ice Hockey stuntmen at 10-storeys high
    -   Toronto Maple Leafs fans testing their skills to win highly-coveted
        season tickets

    WHAT:     Smirnoff Ice Takes Hockey to New Level
              -  10-storey high vertical hockey game
              -  Skills competition to win highly-coveted season's tickets
              -  Live, outside broadcast of Toronto Maple Leafs regular
                 season opener

    WHEN:     Thursday, October 9, 2008
              Vertical Hockey Billboard 12:00 pm SHARP
              Skills Competition 12:00 pm - 5:00 pm
              Screening of Toronto Maple Leafs vs. Detroit Red Wings 7:00 pm

    WHERE:    Yonge - Dundas Square, 1 Dundas Street East, Toronto

For further information:

For further information: For media inquiries, contact: Laura Bryce, High
Road Communications, Day of Event: (416) 543-9976, Office: (416) 368-8348 ext.
226, lbryce@highroad.com; or Lisa Libin, High Road Communications, Day of
Event: (416) 889-3651, Office: (416) 644-2237, llibin@highroad.com; or Alanna
Stone, Diageo Canada, (416) 262-3284, Alanna.stone@diageo.com

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