The Master of the Mix is...DJ Scratch!

The Master of the Mix is...DJ Scratch!

DJ SCRATCH CROWNED THE ULTIMATE MIX MASTER AFTER WINNING SMIRNOFF® VOKDA'S "MASTER OF THE MIX" DJ REALITY TV COMPETITION AND THE GRAND PRIZE OF $250,000!

The World's No. 1 Vodka Announces Winner of the First Season of the Brand's Reality TV Show Competition "Master of the Mix"

NORWALK, Conn., Dec. 23, 2010 /PRNewswire/ -- SMIRNOFF®, the world's best-selling vodka, announced NYC-based deejay and producer, DJ Scratch, as the winner of the brand's first ever reality television show, Master of the Mix. In a quest to crown the hottest DJ in the world, Master of the Mix hosted multiple DJs in cities throughout the world to determine the ultimate mix master. Recognized and praised for his scratching ability and unbelievable skills on the turntables, DJ Scratch sent home some of the world's hottest deejays week after week and was crowned the winner last night, taking home the grand prize of $250,000. The shows judges, Grammy nominated producer/DJ, Just Blaze, and world famous DJ, Kid Capri made the final decision. Serving as guest judges were SMIRNOFF Vodka's Brand Director, David Tapscott and pioneer DJ Grandmaster Flash.

"We are so proud to announce DJ Scratch as the winner of the first season of Master of the Mix," said David Tapscott, Brand Director, SMIRNOFF. "Master of the Mix has been our first venture into reality television and we're not only thrilled at the incredibly positive response we've received from SMIRNOFF fans and hip hop enthusiasts alike, we're so glad to have DJ Scratch, a respected deejay and responsible nightlife maven, serve as a representative of the brand."

DJ Scratch was judged based on his technical ability, track selection, originality, and crowd response; and with a name like DJ Scratch, it wasn't too difficult for the world-renowned scratcher to impress both the judges and the crowds. As the winner of the first season of Master of the Mix, DJ Scratch earned himself serious bragging rights in the deejay community and took home $250,000 in cash and prizes, including a personalized SMIRNOFF bottle.

The competition, which kicked off in the Hollywood Hills and traveled to Sin City, Miami, New York, and London, saw fierce competition from 6 other renowned deejays including: DJ Revolution; DJ Mars; DJ Rap; DJ Jazzy Joyce; Rich Medina; and Vikter Duplaix. The finale culminated in a battle between Vikter Duplaix and DJ Scratch in London at the Smirnoff Nightlife Exchange Project, a global cultural exchange between 14 countries. The last competition of the season challenged the two hip hop heavyweights to a classic deejay battle. Under the lights of one of London's hottest parties, DJ Scratch's skills on the turntables were undeniable as he proved himself worthy of the title "Master of the Mix." As the winner, DJ Scratch will serve as the face of Master of the Mix, making appearances at Smirnoff events throughout 2011.

For additional information, please visit www.masterofthemix.com. And while mixing it up, always remember to enjoy SMIRNOFF responsibly.

About SMIRNOFF

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 www.SMIRNOFF.com.

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

Celebrating life, every day, everywhere, responsibly.

MEDIA CONTACTS
Carmen Muhammad Jamie Hakim
Taylor Diageo
(212) 714-5750 (646) 223-2314
cmuhammad@taylorpr.com Jamie.Hakim@diageo.com

SOURCE SMIRNOFF

SMIRNOFF

CONTACT: Carmen Muhammad, Taylor, +1-212-714-5750, cmuhammad@taylorpr.com; or Jamie Hakim, Diageo, +1-646-223-2314, Jamie.Hakim@diageo.com

Web Site: http://www.SMIRNOFF.com

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