Friday, September 9th, 2011 - SMIRNOFF
World's No. 1 Vodka Teams With Major Global Talent to Celebrate World's Most Original Nightlife

NEW YORK, NY--(Marketwire - September 8, 2011) - Today, The Smirnoff Co. announces the talent for the Smirnoff Nightlife Exchange Project(tm) including Madonna, who is partnering with Smirnoff to hold a global dance competition, and CSS, Mixhell versus SNAP!, Junior Jack & Kid Creme, Alex Gaudino and more set to take the global stage on 12th November 2011. This one-of-a-kind worldwide event will see 50 countries celebrate the best of global nightlife with some swapping unique nightlife from their country with another. Smirnoff can now also reveal that Madonna will attend the New York celebration to help handpick the overall global winner of a dance competition alongside two of her favorite choreographers Rich + Tone. Madonna teamed up with the Smirnoff Nightlife Exchange Project to find the best dancer to join her official dance crew. Fans around the world can win tickets to the New York finale and find out more information about their nearest event via

Nightlife fans who win a ticket to one of the global experiences on 12th November will enjoy never before seen collaborations from some of the World's biggest artists and DJs. In Australia, which is swapping nightlife with Italy, Alex Gaudino and house DJs Junior Jack & Kid Creme are set to perform while Aussie group Nervo, who just came off of the Britney Spears tour, and Bang Gang Deejays will set Italy's stage a blaze. Additional talent includes an exclusive collaboration with Brazil's own Mixhell versus SNAP!, Electro-rockers CSS and DJ Edgar & Daniel Haaksman who will perform at the German Smirnoff Nightlife Exchange Project event, Does It Offend You Yeah? in Mexico and AGILE, amongst others.

"This year's Nightlife Exchange Project is triple the size of last year's, has bigger global names and more local original ideas," said Simon Burch, Global Brand Director for The Smirnoff Co. "We're going to enjoy it with our fans. We are inviting our Facebook fans to share with us what truly makes one-of-a-kind nightlife experiences so we can create them on 12th November."

As the number one spirits community on Facebook, Smirnoff is inviting nightlife fans to share their ideas and suggestions on the most original aspects of nightlife in their country. Fans with the most original ideas may win an invite to the Smirnoff Nightlife Exchange Project in their city or abroad. Nearly 10,000 ideas have been submitted thus far including local cocktails recipes, new dance styles, types of music and city fashion trends. With the audacious goal of helping 10 million people discover, share and swap unique nightlife, teams are already gearing up for larger than life events worldwide.

As well as submitting ideas on what makes their country's nightlife special, fans can enter an online dance competition. Finalists will compete in front of Madonna for the winning spot. The winner may get the opportunity to join Madonnna's dance crew. For entry information* and to win the chance to be there, visit or

The Smirnoff Co. believes in careful consumption and responsible nightlife behavior.

The pairings for the 18 countries taking part in the nightlife swap are:

The 50 countries participating in the Smirnoff Nightlife Exchange Project include: Argentina, Australia, Belgium, Bolivia, Brazil, Bulgaria, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Cyprus, Dominican Republic, Dubai, Ecuador, El Salvador, Germany, Ghana, Great Britain, Greece, Guatemala, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Kenya, Mexico, Netherlands, New Zealand, Nigeria, Norway, Panama, Paraguay, Peru, Poland, Romania, Serbia, South Africa, South Korea, Thailand, Trinidad, Turkey, Uruguay, United States, Venezuela and Vietnam.

*Terms and conditions apply.

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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, and the brand was revived in the United States in 1934. 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 on to

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, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold 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 For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

Celebrating life, every day, everywhere.

About Live Nation Entertainment
Live Nation Entertainment is the world's leading live entertainment and eCommerce company, comprised of four market leaders:, Live Nation Concerts, Front Line Management Group and Live Nation Network. is the global event ticketing leader and one of the world's top five eCommerce sites, with over 26 million monthly unique visitors. Live Nation Concerts produces over 20,000 shows annually for more than 2,000 artists globally. Front Line is the world's top artist management company, representing over 250 artists. These businesses power Live Nation Network, the leading provider of entertainment marketing solutions, enabling over 800 advertisers to tap into the 200 million consumers Live Nation delivers annually through its live event and digital platforms. For additional information, visit

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For More Information:
Angie Newman
Splendid Communications
[email protected]
+ 1 206 795 7854

Michelle Klein
[email protected]
+ 1 917 353 6775

Press Contact for Madonna:
Liz Rosenberg
Liz Rosenberg Media
[email protected]
+ 1 212 991 4290

Angie Newman, Splendid Communications
P: +1 206 795 7854


World's No. 1 Vodka Teams With Major Global Talent to Celebrate World's Most Original Nightlife



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