(xxx)MEDIA ALERT / PHOTO OPPORTUNITY(xxx) - Smirnoff Ice Creates Hockey
History on Canada's Longest Street

TORONTO, Sept. 30 /CNW/ - Be THERE as Smirnoff Ice celebrates the Toronto Maple Leafs season opener like never before, creating hockey history for Toronto fans on October 1. Despite the lack of sub-zero temperatures in the city, Smirnoff Ice, the official cooler of the Toronto Maple Leafs, is creating an extraordinary outdoor hockey experience downtown on the opening day of the Maple Leafs' regular season.

To kick start the season, Smirnoff Ice is hosting the Toronto Maple Leafs Alumni Challenge, where for the first time ever, they'll battle it out on the one-of-a-kind outdoor synthetic Smirnoff Ice rink - directly on Yonge Street. The celebrations continue at Yonge-Dundas Square where fans can test their hockey moves in the Smirnoff Ice skills competition for a chance to win tickets to the Leafs' home opener at the Air Canada Centre that night. Fans are also invited to watch the live, outdoor broadcast of the game between the Toronto Maple Leafs and the Montreal Canadiens. Be THERE!

    One-on-one interviews and photo opportunities available with:

    -   Ruairi Twomey, Marketing Director - Smirnoff Ice
    -   Toronto Maple Leafs alumni
    -   Toronto Maple Leafs fans and skills competition participants

    WHAT:   Smirnoff Ice Creates Hockey History

            -  Toronto Maple Leafs Alumni skating on Canada's Longest
               Street - Yonge Street
            -  Skills competition to win tickets to Toronto Maple Leafs
               opening game
            -  Live, outdoor broadcast of Toronto Maple Leafs season opener

    WHEN:   Thursday, October 1, 2009

            Smirnoff Ice Alumni Challenge on Yonge Street    11:45am
            Skills Competition                               11:30am - 6:00pm
            Live broadcast of Toronto Maple Leafs vs.
            Montreal Canadiens                                7:00pm


            Yonge Street at Yonge-Dundas Square
            1 Dundas Street East, Toronto

    Please drink responsibly.

SOURCE Diageo Canada

For further information: For further information: Erika Molnar-Rioux, (416) 644-2234, emolnar-rioux@highroad.com; Alanna Stone, (416) 626-2000 ext. 6662, alanna.stone@diageo.com

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