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CÎROC® Ultra Premium Vodka Announces Sponsorship of the 14th Latin GRAMMY® Awards

CÎROC® Ultra Premium Vodka Announces Sponsorship of the 14th Latin GRAMMY® Awards

DIAGEO will be the Official Wine & Spirits Sponsor of the Biggest Night in Latin Music™

Miami, FL—08/14/2013–DIAGEO, the world’s leading premium drinks business, is pleased to announce that CÎROC® ultra premium vodka will be the official Wine & Spirits Sponsor of the 14th Annual Latin GRAMMY® Awards, set to take place inside Las Vegas’ Mandalay Bay Events Center on Thursday, Nov. 21, 2013.

“The Latin GRAMMY Awards is the most coveted and prestigious awards show in Latin music, and we’re excited to participate as the official Wine and Spirits sponsor,” said Chris Copeland, Vice President of Marketing & Innovation, DIAGEO Latin America & the Caribbean. “The sponsorship offers CÎROC with an unprecedented platform of international events promoting the pinnacle of music and nightlife throughout the region.”

Inspired by a heritage of wine making and distilling going back to the XVIth century, CÎROC combines traditional techniques with contemporary processes to create a distinctive, ultra premium vodka with an exceptionally fresh and vibrant citrus taste.

CÎROC Master Distiller Jean-Sébastien Robicquet believes “that the passion for joie de vivre which goes into creating CÎROC means it stands alone from other vodkas, making it the ultimate luxury drink. We assess each consignment of CÎROC vodka to ensure it is of world-leading quality before it flies out to take center stage at the world’s most vivid experiences.”

Like Latin America and the Caribbean’s diverse musical genres, CÎROC blends the best of many worlds, both traditional and new, into a flavor and class of its own. The high-profile sponsorship will showcase CÎROC across a myriad of celebration activations including: in-market Latin GRAMMY Acoustic Sessions in Bogota, Colombia and Mexico City, Mexico; the 2013 Latin Recording Academy® Person of the Year tribute gala and the official Latin GRAMMY After Party.

“We’re delighted to welcome DIAGEO onboard as our official wine & spirits sponsor and look forward to a successful Latin GRAMMY season,” said Gabriel Abaroa Jr. President/CEO of The Latin Recording Academy®. “CÎROC will undoubtedly provide both the depth and breadth of premium spirits to support The Latin Recording Academy’s continuous efforts and celebrate the excellence of Latin music.”

While the best and brightest recording artists take center stage, CÎROC will also host the RESERVE WORLD CLASS Bartender of the Year winner, as well as Latin America and the Caribbean’s finalist, exemplifying the mixology skills and cocktail experience of the world’s best bartenders.

“Like a Latin GRAMMY-winning artist, a RESERVE WORLD CLASS bartender represents excellence in their craft. The RESERVE WORLD CLASS bartenders must possess boundless creativity, precision, a sense of showmanship and an innate ability to connect with an audience,” said Tim Philips, RESERVE WORLD CLASS Bartender of the Year 2012.

Other top bartenders will be in attendance, including those from DIAGEO’s award-winning Learning for Life ‘skills-based,’ educational program, which provides marginalized young adults across Latin America and the Caribbean with vocational training in areas such as bartending, entrepreneurship, retail and hospitality.

This sponsorship affords DIAGEO an opportunity to showcase its footprint in the Latin America region with programs such as Latin GRAMMY Acoustic Sessions, RESERVE WORLD CLASS and Learning for Life, while opening new avenues for brand exposure and growth.

The 14th Annual Latin GRAMMY Awards will be broadcast live on the Univision Network on Thursday, Nov. 21 at 8 p.m. Eastern/7 p.m. Central.

DIAGEO reminds you that luxury is best savored responsibly.

ABOUT DIAGEO
DIAGEO is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include JOHNNIE WALKER®, BUCHANAN’S®, J&B® and OLD PARR® Scotch whiskies; ZACAPA®, CAPTAIN MORGAN®, PAMPERO® and CACIQUE® rums; SMIRNOFF®, KETEL ONE® and CÎROC® vodkas; GUINNESS® and RED STRIPE® beers; BAILEYS® liqueur; YPIOCA® and NEGA FULÔ cachaças; and NAVARRO CORREAS® wine.

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 www.diageo.com. For DIAGEO’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.

Celebrating life, every day, everywhere.

ABOUT CÎROC
CÎROC is an ultra premium vodka that celebrates ‘joie de vivre’ on every level. Unlike any other top-shelf premium vodka, it is distilled from fine grapes, grown in the historic Gaillac and Cognac regions of France, rather than from grain or other starch products. CÎROC uses modern technology combined with traditional 10th Century preservation methods, established by the Benedictine Monks in the Abbey of St Michel, to procure the distinctive grape vodka. Its production includes the innovative cold fermentation and maceration techniques usually found in winemaking.

ABOUT DIAGEO RESERVE WORLD CLASS
DIAGEO RESERVE WORLD CLASS is transforming fine drinking experiences and cocktail culture around the world and in the home. The industry’s largest, most credible investment in the luxury on trade, it discovers the next generation of bartending talent who set the latest mixology trends and bring these to the best bars worldwide. At the core is an outstanding, global training program and internationally recognized platform that elevates the craft of the bartender and builds careers in the industry culminating in an annual luxury landmark week where the DIAGEO RESERVE WORLD CLASS Bartender of the Year is announced. Launched in 2009, over 15,000 bartenders have been inspired and educated in the craft of mixology using the finest spirits in the DIAGEO RESERVE collection.

ABOUT THE LATIN RECORDING ACADEMY
The Latin Recording Academy is an International, membership-based organization comprised of Spanish- and Portuguese-speaking recording artists, musicians, songwriters, producers and other creative and technical recording professionals. The organization is dedicated to improving the quality of life and cultural condition for Latin music and its makers. In addition to producing the Latin GRAMMY Awards to honor excellence in the recorded arts and sciences, The Latin Recording Academy provides educational and outreach programs for the Latin music community. For more information about The Latin Recording Academy, please visit www.latingrammy.com. For breaking news and exclusive content, join the organization’s social networks as a Twitter follower at www.twitter.com/latingrammys, and a Facebook fan at www.facebook.com/latingrammys.

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