TABJ July 27 - SMIRNOFF(C), the world's No. 1 vodka, today announced a new partnership with Live Nation Entertainment to create one-of-a-kind live entertainment experiences for music lovers across Canada.

The promotional relationship will give SMIRNOFF customers special access to tickets and discounts for Live Nation concerts held in Canada, as well as provide chances for exclusive experiences, such as backstage entry and artist meet and greets.

"As the largest live entertainment company in the world, Live Nation has a record of providing exceptional experiences for all music fans," said Iain Chalmers, Vice President of Marketing, Diageo Canada. "SMIRNOFF also has a long history of creating special moments for our customers, and we are thrilled to join together with Live Nation to now bring these live entertainment events to new and exciting levels."

The SMIRNOFF 'Be There' Box Office, accessed from http://www.facebook.com/SmirnoffCanada, will give SMIRNOFF and SMIRNOFF ICE customers special privileges to purchase premium tickets, as well as opportunities to bypass the line to enter more than 200 Live Nation concerts. Through their on- and off-premise SMIRNOFF purchases, customers will be given the chance to win exclusive experiences, such as backstage tours and artists meet and greets at select Live Nation concerts.

The agreement also allows for hospitality, brand visibility and signage in Live Nation venues, such as Toronto's Molson Amphitheatre and Vancouver's Commodore Ballroom, as well as on- and off-premise point of sale materials, displays and contesting.

"Live Nation has a strong reputation of providing unparalleled experiences for millions of music fans, and we are proud to align with SMIRNOFF to continue this tradition," said John May, Senior Vice President, Live Nation Network.