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    VH1 AND SMIRNOFF® VODKA TEAM UP TO SEARCH FOR THE “MASTER OF THE MIX”

    Amanda Seales Tapped to Host

    Kid Capri, DJ Mia Moretti and Ben Maddahi

    Sign On As All-Star Judges

    New York, NY (March 14, 2013) - VH1 and Smirnoff® Vodka are teaming up for an all-new season of the hit DJ competition reality show "Master of the Mix." Shedding light on the fastest-growing trend in the music scene: deejaying, this season's contestants will join host Amanda Seales and judges DJ Kid Capri, DJ Mia Moretti and Ben Maddahi as they battle it out for the coveted title of THE "Master of the Mix." Season three will premiere at 10PM ET/PT on Monday, April 1, 2013 on VH1.

     

    "Season three of 'Master of the Mix' serves up an undeniable energy that will keep our viewers wanting more as DJs leave it all on the line through intense mixing battles that are judged by some of the music industries most respected talents," said Lee Rolontz, Executive Vice President, Original Music Production & Development, VH1. "We're excited to add a show to our line up that spotlights today's rockstars and provides an inside look at a unique culture that has taken the music industry by storm."

     

    On-air personality/DJ/comedian Amanda Seales, a current castmember of VH1's "Best Week Ever,"  will serve as host of "Master of the Mix." Known for her  electric personality, Amanda is a veteran of the music business.

     

    Building on a legacy that promotes social responsibility and great nights out, industry leaders Kid Capri, DJ Mia Moretti and Ben Maddahi make up the panel of judges this season. Grammy Award-winning producer and legendary DJ Kid Capri is one of the industry's most respected and successful performers. His tour credits include Sean "P. Diddy" Combs, L.L. Cool J, Busta Rhymes, Jay-Z, Usher, Mary J. Blige and Aaliyah; his most recent producer credit includes a remix of Madonna's "Masterpiece" released exclusively for Smirnoff's 2012 Nightlife Exchange project. As one of New York City's most sought-after DJs, Mia Moretti was dubbed one of "The New Club Kids" by the New York Times and has rapidly established her status through her remix work, including dance-floor tracks for Katy Perry, and live performances. Well-known for her fashion-forward style, Mia recently toured the U.S. as one-half of the DJ and violin duo "The Dolls" and regularly composes original tracks for runway shows.  Former Atlantic Record exec, Ben Maddahi has worked with artists including Flo Rida, David Guetta, Kanye West and Enrique Iglesias amongst many others. He is now president of the red-hot music publishing company Artist Publishing Group where he represents songwriters and producers who have produced and written hit records for a multitude of A-list artists across several different genres.

     

    Throughout the season, "Master of the Mix" will also feature some of the biggest names in music as guest judges including the EC Twins, Estelle, DJ Irie and Lil'Jon.

     

    "We are proud to welcome back DJ Kid Capri and introduce newcomers  Amanda Seales and judges Mia Moretti and Ben Maddahi to the "Master of the Mix" family," said Erin Chin, Senior Brand Manager, Smirnoff. "This team will be instrumental throughout season three as the Smirnoff brand continues to  celebrate the inventive spirit of DJs."

    "Master of the Mix" is giving DJ hopefuls a platform to showcase their skills and knowledge of music culture while spinning on a full range of styles - from hip hop to house to open format and everything in between - testing their music IQ with performance challenges in front of host Amanda Seales and an all-star cast of judges, including DJ Mia Moretti, Kid Capri and former Atlantic Records executive Ben Maddahi. The DJ that proves they have what it takes on the turntables will take home the coveted title of "Master of the Mix" and a receive $250,000 prize.

    "Master of the Mix" is produced by GTM, a 360 marketing and content development agency, and Electus, who in partnership with Diageo and VH1 are the show's Executive Producers. Electus International retains all global rights for the format.

     

    For additional information, please visit www.facebook.com/MasterOfTheMix or www.vh1.com.   And while mixing it up, always remember to enjoy Smirnoff responsibly.

     

    About VH1

    VH1 delivers the ultimate mash-up of music, pop culture and nostalgia for adults who still want to have fun.  VH1 is available in 99 million households in the U.S.  VH1 also has an array of digital channels and services including VH1 Classic, VH1 Soul, VH1 Mobile and VH1.com and @VH1, the hub for all things music and pop culture.  VH1 is a unit of Viacom Inc. (NASDAQ: VIA, VIAB), one of the world's leading creators of programming and content across all media platforms.  For more information, go to www.vh1press.com, VH1.com, or the VH1 Facebook page.  Follow us on Twitter @VH1PR.

    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, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, 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 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.

     

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      SMIRNOFF PRESENTS THREE SORBET-INSPIRED FLAVORED VODKA SPECIALITIES TO STIMULATE THE TASTEBUDS, BUT NOT THE WAISTLINE

      The Go-To Accessory for Every Summertime Occasion, SMIRNOFF Sorbet Light Delivers Reduced-Calorie, Natural Flavor for Refreshingly-Light Tasting Cocktails

      Norwalk, CT (March 11, 2013) - Putting a spin on the flavored vodka category, SMIRNOFF® Vodka is making a splash with a new-to-market delicious, reduced calorie line of vodka specialties, infused with natural flavors: SMIRNOFF Sorbet Light. SMIRNOFF Sorbet Light ups the ante with three fresh flavors inspired by the sweet, icy and light taste of sorbet. This new line of vodka specialties is 78 calories per 1.5 oz. serving and create scrumptious, light-tasting cocktails.

       

      Beginning with SMIRNOFF No. 21 Vodka, the world's best-selling vodka, SMIRNOFF Sorbet Light is infused with the natural flavoring of fresh-tasting berries, tart pomegranates, luscious mangos, juicy passion fruits and zesty lemons creating three unique, reduced calorie vodka specialties: SMIRNOFF Sorbet Light Raspberry Pomegranate, SMIRNOFF Sorbet Light Mango Passion Fruit and SMIRNOFF Sorbet Light Lemon. With this brilliantly delicious and guilt-free line up, the best way to enjoy SMIRNOFF Sorbet Light is in good company and of course, responsibly.

       

      "SMIRNOFF Sorbet Light is the next flavor experience for those women who strive to lead a balanced lifestyle, but never at the expense of delicious cocktails," said Sandhya Padmanabhan, Brand Manager for SMIRNOFF. "Today's multifaceted woman inspired SMIRNOFF to think differently and create a product that would make guilt free, delectable drinks that truly embody the refreshingly light taste of sorbet."

       

      SMIRNOFF Sorbet Light breaks the mold of traditional flavored vodkas by offering an incredibly tasty reduced calorie spirit that has 25% fewer calories than the leading dessert-inspired flavored vodkas. SMIRNOFF Sorbet Light delivers refreshing flavors and lighter tasting cocktails that don't taste like they are a sacrifice.

       

      Experience the deliciously light and fresh taste that SMIRNOFF Sorbet Light brings to cocktails with a cocktail recipe for any summer occasion. From jasmine tea, coconut water and fresh-tasting juices to mint, cilantro and ginger, these flavors pair perfectly with an array of mixers and fresh ingredients to inspire endless drink creations. Try the SMIRNOFF Sorbet Light Berry Cosmo when opening your night to the unexpected;  the SMIRNOFF Sorbet Light Tropical Martini for those much needed nights in; and SMIRNOFF Sorbet Light Lemon Pomegranate Punch while going big at brunch.

       

      SMIRNOFF Sorbet Light Berry Cosmo

      • 1.5 oz. SMIRNOFF Sorbet Light Raspberry Pomegranate*
      • 2 oz. Cranberry Juice
      • 0.25 oz. Fresh Lime Juice
      • Glassware: Stemless martini glass
      • Garnish: Lime wheel

      Combine all ingredients in a mixing glass, add ice, shake, strain into a chilled, stemless martini glass and garnish.

      Per 4.25 oz. serving: Calories-107; Carbohydrates-8.3 G; Protein-0 G; Fat-0 G

      *Per 1.5 fl. oz. - Average analysis: Calories 78; Carbohydrates-1.3 G; Protein -0; Fat-0 G.

      25% fewer calories than the leading dessert-inspired flavored vodkas.

       

      SMIRNOFF Sorbet Light Tropical Martini

      • 1.5 oz. SMIRNOFF Sorbet Light Mango Passion Fruit*
      • 1.5 oz. Coconut Water
      • 1 oz. Pineapple Juice
      • Glassware: Martini
      • Garnish: Pineapple wedge or lime wheel with a cherry

      Combine all ingredients in a mixing glass, add ice, shake, strain into a chilled martini glass and garnish.

      Per 5 oz. serving: Calories-103; Carbohydrates-7.4 G; Protein-0 G; Fat-0 G

      *Per 1.5 fl. oz. - Average analysis: Calories 78; Carbohydrates-1.3 G; Protein -0; Fat-0 G.

      25% fewer calories than the leading dessert-inspired flavored vodkas.

       

      SMIRNOFF Sorbet Light Lemon Pomegranate Punch

      • 1.5 oz. SMIRNOFF Sorbet Light Lemon*
      • 2.5 oz. Diet Sprite
      • 1.5 oz. Pomegranate Juice
      • Glassware: Highball
      • Garnish: Lemon wedge

      Build in a highball glass over ice.

      Per 6.5 oz. serving: Calories-106; Carbohydrates-8.3 G; Protein-0 G; Fat-0 G

      *Per 1.5 fl. oz. - Average analysis: Calories 78; Carbohydrates-1.3 G; Protein -0; Fat-0 G.

      25% fewer calories than the leading dessert-inspired flavored vodkas.

       

      SMIRNOFF Sorbet Light Raspberry Pomegranate, SMIRNOFF Sorbet Light Mango Passion Fruit and SMIRNOFF Sorbet Light Lemon are now available for consumers of legal drinking age at liquor and grocery stores nationwide for a suggested retail price of $15.99 for a 750mL bottle.

       

      When mixing up cocktails and all things social with SMIRNOFF Sorbet Light, always remember to do so responsibly.

       

      For additional information, please visit www.smirnoff.com or become a fan of the "Most Liked" vodka brand at www.facebook.com/smirnoff. Be sure to join us on www.pinterest.com/smirnoffvodka as we share our SMIRNOFF Sorbet Light-inspired experiences.

      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. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality 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 (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.

      Celebrating life, every day, everywhere, responsibly.


      MEDIA CONTACT:

      Jacqueline Muglia

      Taylor

      (212) 714-5795

      jmuglia@taylorstrategy.com


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      VH1 MIXES IT UP, TEAMING UP WITH SMIRNOFF VODKA FOR THIRD SEASON OF MASTER OF THE MIX

      New York, NY (January 8, 2013) - Over the last three years, DJs have taken over the music scene, selling out massive shows across the globe for dancers, ravers, and general music enthusiasts. VH1, the network renowned for chronicling and celebrating multiple music styles, is partnering with Smirnoff® Vodka on their hit reality television show "Master of the Mix" - a weekly celebration of these cultural influencers - for the show's third season in 2013. With high demand from fans, VH1 and Smirnoff will bring DJ enthusiasts and turntable purists the reality TV content they crave, offering viewers the only reality-based competition show for the hottest and fastest-growing art form: deejaying. "Master of the Mix" will premiere at 12 AM EST on Monday, April 1, 2013 on VH1.


      DJs are considered the new rockstars of the current music generation, so "Master of the Mix" will continue to highlight their unique culture like no other television show has before. It will give viewers the opportunity to see what it takes to be a real DJ and hear contestants with skills from a full range of styles - from hip hop to house to open format and everything in between - offering, once again, a national platform for this ever-growing, talented community.


      "Viewers come to VH1 for authentic storytelling that covers a dynamic range of music and pop culture phenomena," said Lee Rolontz, Executive Vice President, Original Music Production & Development, VH1. "'Master of the Mix' is a natural and welcome addition to our programming mix in 2013, and we're looking forward to working with Smirnoff Vodka on creating an engaging, must-watch season."


      Continuing with Smirnoff Vodka's mission to celebrate responsible nightlight culture, "Master of the Mix" hopefuls this year will face-off in mixing, music IQ, and performance challenges in front of an all-star cast of judges comprised of the hottest industry leaders in music and nightlife culture. The DJ that proves they have what it takes on the 1s and 2s in addition to their knowledge of music culture, will take home the coveted title of "Master of the Mix" and receive $250,000 in cash.


      "Master of the Mix" has been so incredibly well received by DJ culture and fans of Smirnoff, and we know that moving to VH1 will provide viewers even more of the compelling content they have come to expect from us," said Erin Chin, Senior Brand Manager, Smirnoff. "The Smirnoff brand has always played an integral role in the music, DJ and nightlife culture and we are proud to use the "Master of the Mix" platform to continue to build that legacy in promoting social responsibility and great nights out. We know that what we will create this season will be one for the record books!"


      The show kicked off with a nationwide search, collecting online submissions from DJs across the country, with in-person castings held in Las Vegas, Los Angeles, New York City, Miami, and Chicago. Mix Master hopefuls were tested on their understanding of DJ culture, the knowledge of music and nightlife scenes, their personality, and most importantly, their ability to rock to crowd and get the party started responsibly with Smirnoff.


      "Master of the Mix" is produced by GTM, a 360⁰ marketing and content development agency, and Electus, who in partnership with Diageo and VH1 are the show's Executive Producers. Electus International retains all global rights for the format.


      "DJ culture continues to expand as DJs are becoming the new rock stars delivering incredible music, merging diverse musical styles with technology," said Ben Silverman, Chairman and Founder of Electus. "We are thrilled to continue our partnership with Smirnoff and GTM and have found the perfect home with VH1. "Master of the Mix" is designed as a high stakes reality competition to discover the most talented DJ in the world, and this season , audiences can expect to see contestants go through an even more rigorous set of challenges that will push them to the very edge of their creativity."


      For additional information, please visit www.facebook.com/MasterOfTheMix or www.vh1.com. And while mixing it up, always remember to enjoy Smirnoff responsibly.


      About VH1

      VH1 connects viewers to the music, artists and pop culture that matter to them most with TV series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in 99 million households in the U.S. VH1 also has an array of digital channels and services including VH1Classic, VH1 Soul, VH1 Mobile, and extensive video on VH1.com VH1 is a unit of Viacom Inc. (NASDAQ: VIA, VIAB), one of the world's leading creators of programming and content across all media platforms. For more information, go to http://www.vh1press.com or visit VH1.com, the VH1 Facebook page and @VH1 on Twitter.


      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, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, 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 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.


       

      MEDIA CONTACTS
      Lizzie Manganiello Nyle Washingtonngton
      Taylor PR VH1
      (212) 714-5792 (212) 846-5576
      lmanganiello@taylorstrategy.com Nyle.washington@vh1.com

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