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UK: Smirnoff in diamonds giveaway

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Diageo is to give away 10 one-carat diamonds as part of a GBP1m (US$1.7m) promotion in the UK for Smirnoff vodka.

The UK drinks giant said today (23 March) that consumers would be given the chance to win one of the diamonds - worth GBP10,000 - when they bought a 70cl bottle of Smirnoff. A Diageo GB spokesperson told just-drinks that the promotion, which had yet to be finalised, would begin in May.

The programme is part of a GBP1m investment behind Smirnoff in the UK between now and June. The 'Diamonds' promotion will also be supported by a TV ad, the company added.


Sectors: Spirits

Companies: Diageo

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