James Bond will once again drink Smirnoff Vodka in Casino Royale

Press Release
SMIRNOFF(R) Vodka and Bond Shake Things up in Casino Royale; Newest Bond Film, Casino Royale, to Feature SMIRNOFF Vodka Back on Duty as 007's Vodka of Choice

The stage is set. Miss Monneypenny just had her hair done and is practicing batting her eyes. Evil international genius masterminds bent on world domination everywhere are running for the hills. Martini glasses are being chilled, and SMIRNOFF(R) Vodka is being stocked. Make no mistake, James Bond is back.

After a four-year hiatus, probably spent entertaining young women on the beaches of Monaco, Mr. Bond will return to the screen in the upcoming EON Productions and Sony Pictures Entertainment production of "Casino Royale," set to release November 17, 2006. The return of Bond will also mark the return of another icon -- SMIRNOFF(R) Vodka, the number one-selling premium distilled spirit in the world, as James Bond's vodka of choice.

The renewed alliance between Smirnoff and Bond will involve a fully integrated multi-million dollar media campaign, which will be activated in the U.S. and around the globe. The campaign will include: a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite.

"The James Bond and Smirnoff brands have gone hand in hand for more than 40 years, and throughout our rich history together, we have both remained true to our roots -- clearly original," said James Thompson, President, Smirnoff Global Marketing. "Today, Bond is as much a part of Smirnoff's history as Smirnoff is of Bond's -- and we're delighted to be part of this latest chapter," Thompson added.

The close partnership between SMIRNOFF Vodka and Bond began in 1962's "Dr. No," when the villain hands Sean Connery a "Martini, shaken not stirred" made with SMIRNOFF(R) Vodka. This monumental moment in film literally changed the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over.

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 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

Celebrating life, every day, everywhere, responsibly.

EON Productions

Eon Productions/Danjaq, LLC, is owned by the Broccoli family and has produced twenty James Bond films since 1962, including Die Another Day. The Bond films, produced by Michael G. Wilson and Barbara Broccoli, make up the most successful franchise in film history and include the recent blockbuster films GoldenEye, Tomorrow Never Die, The World Is Not Enough and Die Another Day. Eon Productions and Danjaq, LLC, are affiliate companies and control all worldwide merchandising of the James Bond franchise.

About Columbia Pictures

Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in 67 countries.

About Metro-Goldwyn-Mayer Inc.

Metro-Goldwyn-Mayer Inc. is an independent, privately-held motion picture, television, home video, and theatrical production and distribution company. The company owns the world's largest library of modern films, comprising approximately 4,000 titles, and over 10,400 episodes of television programming. Its film library has received 208 Academy Awards(R), one of the largest award-winning collections in the world, and includes numerous successful film franchises, including James Bond, Pink Panther and Rocky. MGM is owned by an investor consortium comprised of Sony Corporation of America, Providence Equity Partners, Texas Pacific Group, Comcast Corporation and DLJ Merchant Banking Partners.

Thanks to `Scott` for the alert.

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