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NEW YORK, Oct. 7 /PRNewswire-FirstCall/ -- Diddy is bringing the art of "sophisticated celebration" to life on the small screen for the only ultra-premium vodka that truly embodies that spirit -- CIROC.

CIROC, one of the world's only vodkas made from grapes, will debut a brand new advertising campaign this week featuring Sean "Diddy" Combs demonstrating the art of sophisticated celebration in a contemporary yet classic manner. Entitled "The Art of Celebration," the campaign stars Combs with his modern interpretation of the "Rat Pack" celebrating with CIROC as Frank Sinatra's renowned "Come Fly With Me" plays throughout.

Shot in black and white at one of Sinatra's former California homes, the 15- and 30-second commercials depict Combs as a high-spirited host amidst a chic crowd during an impromptu private house party. Combs is serving CIROC while engaging with his modern-day "Rat Pack" entourage. Combs mingles, dances and jokes during the intimate party, before finally stealing a private moment to gaze into the night as the crowd enjoys a fun-filled evening inside.

"Frank Sinatra is one of my heroes. It was truly an honor to have had the opportunity to use Sinatra's work and home for this campaign," said Combs. "He defined sophisticated celebration as a lifestyle a generation ago. I couldn't imagine a spirit more appropriate for such occasions today than CIROC, a brand that has become synonymous with celebration."

The spot represents a continuation of the brand's commitment to defining "sophisticated celebration," a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. During the holiday season, the campaign will evolve to focus on one of the most important aspects of sophisticated celebration -- safety.

"My friends are important to me," added Combs. "Whenever we celebrate, I make sure we are celebrating responsibly. I hope that anyone who enjoys CIROC and enjoys a sophisticated lifestyle does the same."

Since announcing its strategic alliance with Combs almost a year ago, CIROC has been growing significantly in size and continues to garner industry awards. It was recently ranked one of the top ultra-premium vodkas by the New Luxury Institute in their annual Luxury Brand Status Index (LBSI), a survey of wealthy consumers that measures brand prestige. It also won a prestigious Gold Medal at the 2008 San Francisco World Spirits Competition.

ABOUT CIROC

CIROC Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. This ultra-premium vodka launched nationwide in September 2003. In October 2007, DIAGEO -- the world's largest spirits, wine and beer company -- made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Combs and Sean Combs Enterprises will take the lead on all brand management activities for CIROC. CIROC, 40% Alc./Vol. (80 proof), is imported by DIAGEO. Celebrate Life Responsibly.

ABOUT SEAN COMBS

SEAN COMBS, the CEO and founder of Bad Boy Worldwide Entertainment Group is a multifaceted entertainment powerhouse. Sean "Diddy" Combs was declared "One of the Most Influential Businessmen in the World" by TIME Magazine and CNN. Combs, 37, oversees one of the world's preeminent urban entertainment companies, encompassing a broad range of businesses including recording, music publishing, artist management, television and film production, recording facility, apparel and fragrance.

ABOUT DIAGEO

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business and industry leader in promoting responsible drinking, 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). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/,

  Celebrating life, every day, everywhere, responsibly.

  Contact:
  Dan Sanborn                          Mike Costabile
  Diageo                               Taylor
  646-223-2188                         212-714-5751
  Dan.Sanborn@diageo.commcostabile@taylorpr.com