EVENT: SMIRNOFF SOUND COLLECTIVE MIAMI

The makers of SMIRNOFF™ vodka announced today that Smirnoff Sound Collective™, the brand's international music platform committed to becoming the biggest contributor to the inclusive electronic music culture, will host its official U.S. launch with a four-day South Beach event series from March 16-19. The launch event will focus on highlighting what makes electronic music the most inclusive genre in the world by bringing together world famous artists from a range of different musical styles and tastes. Adult music fans will be treated to free performances and live DJ sets by artists including Zeds Dead, Gorgon City (DJ set), What So Not, MK, Claptone, Tokimonsta and many others.

Established in 2014, Smirnoff Sound Collective has become well loved by music fans in international markets such as Europe, the U.K., and Australia. Aiming to extend experiences from the collective in the U.S., Smirnoff Sound Collective chose one of the most recognized electronic music weeks to transform a popular South Beach hotel in the ultimate venue for music fans looking to discover new music and experience some of their favorite artists in an environment that is much more intimate than what they will find during a festival.

"SMIRNOFF™ has always believed in inclusivity and the overall vision of Smirnoff Sound Collective is to celebrate the inclusive nature of electronic music," said Justin Medcraft, SMIRNOFF Global Senior Brand Manager. "Officially bringing the platform to the U.S. with such a diversely talented group of artists and an incredible free experience for fans in Miami is a great way to set the stage for more to come." 

The Smirnoff Sound Collective was born internationally out of the SMIRNOFF™ brand's desire to bring artists and fans together in an authentic way. With the U.S. launch, the Smirnoff Sound Collective will look to contribute to the culture even more by creating unique experiences and content that cultivate good times and positive energy for people everywhere. The South Beach event series is the first of many U.S. experiences to come that focus on celebrating the unique sub-cultures within electronic music.

Full South Beach Event Lineup*

March 16

Night – BLACK BUTTER RECORDS presents Gorgon City (DJ set), Kidnap Kid, Redlight, and Justin Jay

March 17

Day – DEADBEATS presents Zeds Dead, Destructo, Virgil Abloh, Hunter Siegel and Oneman b2b My Nu Leng
Night – THE MASQUERADE presents Claptone, Tiga b2b Kenny Glasgow, Eagles and Butterflies, and Julia Govor  

March 18

Day – HYPERHOUSE presents Anna Lunoe, What So Not, T.E.E.D, Sleepy Tom, Ducky, and Boys Noize b2b Totally Enormous Extinct Dinosaurs
Night – AREA 10 presents MK, Jonas Rathsman and Sonny Fodera

March 19

Day – DISCWOMAN presents Tokimonsta, Honey Dijon, Laura Jones, Umfang, Uchi and Gooddroid
Night – DIRTYBIRD presents Justin Martin, Christian Martin and special guests

 *Disclaimer – Artist lineup is subject to change

Featured artists will perform both during the day and into the night during the four-day timeframe. Music fans 21 and older joining the four-day event series will receive free access to all performances and complimentary SMIRNOFF™ vodka mixed drinks, water and soft drinks. Through the Smirnoff Sound Collective's existing partnership with Mixmag, fans unable to attend will be able to view live streams of select DJ performances which can be viewed by visiting Mixmag TV's YouTube page.

For more information, check out Smirnoff Sound Collective's social media channels including Twitter, Instagram and YouTube. 

Smirnoff Sound Collective wants to remind music fans that whether you're mixing music or cocktails, to be sure and do so responsibly.

About Smirnoff Sound Collective™
The goal of the Smirnoff Sound Collective is to be the biggest contributor to the inclusive electronic music culture. Last October, Smirnoff Sound Collective worked with artists Kiesza and Djemba Djemba to create the collaborative track "Give It To The Moment," which was then remixed by five producers from around the world, giving it influence from Australia, South Africa, Mexico, the UK and Japan. The process was all captured in the documentary film "Electric."

Smirnoff Sound Collective is also a sponsor of Mixmag Labs across the world in cities including New York, Los Angeles, London and Sydney. Each lab brings in DJs from around the world to play for a small live audience while live streaming online to fans everywhere.

About SMIRNOFF
The SMIRNOFF brand that boasts the world's number-one selling premium spirit by sales volume and the top-selling vodka specialties 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 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 whisky, Smirnoff, CÎROC and Ketel One vodkas, Baileys, Captain Morgan, 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 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.

Jim Sias	Carla Clunis
Diageo	Taylor
jim.sias@diageo.com	cclunis@taylorstrategy.com
646.223.2305	212.714.5772