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“Smirnoff’s new cocktails collection creates the complete cocktail experience for the consumer without leaving home,” said Kate Price, marketing director for Smirnoff. “It’s like having a master mixologist in a bottle.”

About Smirnoff:
How they produce Smirnoff
They start with the best grain neutral spirit, improving it with an industry-leading distillation and charcoal filtration process.

Smirnoff distillation uses high column plate stills, a process that takes 24 hours. Eventually the neutral spirit becomes a strong, pure alcohol. This is blended with demineralised water to achieve a strength of 57% alc/vol.

The Smirnoff filtration process is unparalleled. Their blended spirit is charcoal filtered for up to eight full hours, using seven tons of hardwood charcoal to absorb impurities.

Once charcoal filtered, the Smirnoff is still too strong to drink. More demineralised water is added to reduce the vodka to bottling strength. Samples from each tank are scrupulously analysed for quality and consistency.

After passing through one more filter, the vodka is bottled and ready for your favourite cocktail or mixer.

The history behind Smirnoff
1860's
Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow,Trading House of PA Smirnov.

1870's
Andrew Albanov, a chemist, discovered the absorption qualities of charcoal. Smirnov became the first to use charcoal for vodka filtration and introduced continuous distillation for consistent product quality.

1900's
After the 1917 Russian Revolution, the Bolsheviks confiscated all private industry in Moscow and converted the Smirnov distillery into a state garage.

1920's
Fleeing Russia for his life, Vladimir, one of Smirnov’s sons, ended up in Paris.He adopted the French version of the family name, Smirnoff. Vladimir met Rudolf Kunett, a native Russian who worked in the U.S., and together they decided to find out if Smirnoff would appeal to the U.S market.

1930's
Production begins in the U.S, but Vodka is little known to the American consumer.

1940's-1960's
With the introduction of vodka cocktails the brand grows in the US and internationally.

1999
Smirnoff Ice launched.

2000
Smirnoff Twist flavoured vodkas launched.

2002
Smirnoff Black Ice launched.

2003/4
Smirnoff brand relaunched.

2007
Smirnoff Grand Cosmopolitan and Vodka Mojito launched.

And Did you know?:
The charcoal used to filter Smirnoff is specially selected to ensure a crisp, clean taste. It is sourced from sustainable hardwood trees.

The Moscow Mule, a mixture of Smirnoff, Ginger Beer and lime,was invented the 1940s at the Cock N’Bull Restaurant in Hollywood, California.

James Bond immortalised the Vodkatini through his preferred preparation of the drink,‘shaken, not stirred’ in the 1962 film ‘Dr.No’.

Since 1999, night time adventurers have enjoyed more than 2 billion ice cold bottles of Smirnoff Ice, today sold in more than 80 countries across six continents.

Smirnoff vodka was named Gold Medal winner at the San Francisco World Spirits Competition 2003.

The Smirnoff brand is sold in 130 countries on six continents.
Today, the Smirnoff Experience, a series of high energy events, bring together Smirnoff vodka, Smirnoff Ice and electronic music to deliver the ultimate night out in 28 countries around the world.

About Diago:
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits,wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, José Cuervo, Tanqueray, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines, and Bushmills Irish whiskey.

Diageo is a global company, trading in over 180 markets around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

They employ over 22,000 talented people worldwide with offices in around 80 countries. They have manufacturing facilities across the globe including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean.

Diageo was formed in 1997, following the merger of GrandMet and Guinness, and is headquartered in London. The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). They take this to mean every day, everywhere, people celebrate with their brands.

Their brands offer consumers a variety of ways to mark big events in their lives and brighten small ones.

About Diago North America:
While North America is their most profitable and most developed market, they believe it presents significant potential for growth opportunities. Given shifting consumer trends towards premium products and favourable demographics, it is, perhaps, the world’s most significant emerging market for premium drinks. Diageo North America includes both the United States and Canada.

Top brands:
• Smirnoff Vodka
• Smirnoff Ice
• Johnnie Walker
• Captain Morgan
• Baileys
• José Cuervo
• Crown Royal
• Tanqueray
• Guinness
• Chateau & Estate Wines

Growth in top-line and market share:
• Growth in spirits markets overall
• Trend towards premium brands
• Growth in Diageo's beer brands
• Growth in wine
• Continued outperformance of market

Where they make their brands:
Diageo owns eight production facilities throughout the US and Canada, producing spirits, ready to drink products, and vineyards in Northern California producing wine.

June 26, 2007