SMD (Simian Mobile Disco) Premiere Most Innovative Light Show Ever To Rapturous Audience

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Berlin witnessed a totally original nightlife event, when Smirnoff Experience landed in the German capital. More than 2,000 guests attended the unique user-generated event, headlined by SMD.

On Friday 23rd April, Berlin witnessed a totally original nightlife event, when Smirnoff Experience landed in the German capital, and quickly became the party hot spot of the night. More than 2,000 guests attended the unique user-generated event, with high-energy performances by a first-class line up, including headliners electronic duo SMD, plus Boy 8-Bit, The C90s and a surprise appearance by London’s New Young Pony Club who performed live with Who Made Who.

SMIRNOFF EXPERIENCE BERLIN was created by the people and for the people. Nearly 3,000 people submitted their ideas for the event, with 10,000 people from around the world voting online to decide on the top-quality line-up and extraordinary venue.

Premiering their most complex and innovative light-show to date, SMD wowed the crowd with giant LED-wall panels, showcasing lights and never-seen-before visuals, creating a full-on light installation just inches from party-goers’ faces. For this one-of-a-kind audio-visual experience, illuminated shapes and forms were emitted from the panels, coming in and out of focus, playing with party-goers’ visual perspective. SMD performed popular classics, such as ‘I Believe’, ‘It’s The Beat’ and ‘Cruel Intentions’.

Watch the party and how SMD prepared for their live show here: http://www.youtube.com/SMIRNOFF

As well as headlining the event, SMD also designed the “Delicatessen” cocktail especially for the night with Smirnoff mixologist Kenji Jesse – a sweet and citrusy combination of Smirnoff Black vodka, ginger beer, fresh lime juice, tangerine sugar syrup and a lime wedge garnish painted in different edible colouring. Named after their album, the cocktail represents SMD’s music style; energetic and psychedelic. Handed out to each guest on arrival, the colour from the lime wedges slowly seeped into the cocktail, changing the colour of the drink itself.

Lucky Jasna from Frankfurt Am Main won the online competition, and it was her party concept that was brought to life. Attending the party with ten friends as VIP guests, she says: “I asked all my friends on Facebook, MySpace and Twitter to support me and vote for my concept. I really wanted to take my friends to Berlin and have the party of our lives – and it was! It’s such a crazy feeling to see thousands of people dancing at MY party.”

Smirnoff Experience™ Berlin continues the Smirnoff Experience™ series, which has already had stops in Moscow, Shanghai, Paris and New York and will continue its journey around the world to land in South Africa on 15th May 2010 with headliner Tiësto. The events celebrate originality in nightlife by bringing to life original concepts, forming one-off collaborations and championing original drinking experiences.

Videos and photos of the party are now available on the Smirnoff Facebook page www.facebook.com/Smirnoff

www.smirnoff.com | www.facebook.com/smirnoff

About Diageo

Diageo 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 Diageo.com. Visit www.drinkaware.com and Diageo’s own global resource www.DRINKiQ.com for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

Celebrating life, every day, everywhere.

For more information:

Diageo Plc

Marisa Brickman, Global Head of PR Smirnoff

Marisa.Brickman@Diageo.com

Splendid Communications

Becca Graham

becca@splendidcommunications.com

+442073247200