Diageo's Smirnoff brand launches Smirnoff Ice Black flavored malt beverage

NORWALK, Connecticut , April 10, 2012 (press release) – SMIRNOFF ICE announced today the launch of its newest flavored malt beverage offering: SMIRNOFF ICE Black. From one of the most iconic and innovative brands in the world, SMIRNOFF ICE Black flavored malt beverages are a great alternative to other premium beer options this summer, possessing a crisp taste with intense flavor.

The brand's third line of flavored malt beverages, SMIRNOFF ICE Black joins SMIRNOFF ICE and SMIRNOFF Premium Malt Mixed Drinks to further diversify the brand's flavor options. Available in Lemon Lime, Fruit Punch and Watermelon, SMIRNOFF ICE Black flavored malt beverages are the next generation of SMIRNOFF ICE, with bold, refreshing-tasting flavors that adults of legal drinking age can enjoy responsibly.

"SMIRNOFF ICE Black flavored malt beverages have a clean, smooth taste, come in a sleek, black can, contain a higher ABV and overall, are noticeably different from products traditionally launched by the brand," said Heather Boyd, Brand Director, Progressive Adult Beverages, DIAGEO-Guinness USA. "These differences cater to and resonate with legal drinking age adult males that are looking for more bold and flavorful alternatives when it comes to beer, and SMIRNOFF ICE Black is ideal for what they're seeking."

SMIRNOFF ICE Black flavored malt beverages have an ABV of 8%. The new flavors are available nationwide in either 16 oz. or 23.5 oz. cans for a suggested retail price of $1.69 and $2.69, respectively. Distribution for the 16 oz. cans is limited to the following states: Iowa, Kentucky, South Carolina, Florida, Georgia, North Carolina, Virginia, Oregon, New Mexico and Alabama.

When leaving the office for the weekend or when organizing a mid-week happy hour with your friends, don't forget to bring along one of the new SMIRNOFF ICE Black flavored malt beverages — an intense, bold-flavored drink that is sure to make any day one worth celebrating. As always, SMIRNOFF ICE reminds all legal drinking age adult consumers that every day is worth celebrating responsibly.

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 (NYSE: DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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