CIROC Vodka and Bravo Toast to "Real Housewives of New Years Eve" Partnership

CIROC Expands Annual NYE Safe Rides Program to Five Cities across the Nation

Dec 16, 2011, 19:19 ET from CIROC Ultra Premium Vodka

LOS ANGELES, Dec. 16, 2011 /PRNewswire/ -- The countdown to 2012 just got a whole lot sexier. Sean "Diddy" Combs and CIROC Ultra Premium Vodka have partnered with Bravo to create a multilevel platform for the 2011 holiday and New Year season, "CIROC THE NEW YEAR WITH THE REAL HOUSEWIVES OF NEW YEAR'S EVE." This fully integrated marketing campaign focuses on Bravo's Real Housewives and features an Enter to Win Sweepstakes, on 'Housewife' aficionados have the opportunity to toast stylishly alongside a housewife at one of five sizzling New Year's Eve celebrations: Kim Zolciak in New York, Taylor Armstrong in Chicago, Kandi Burruss in Miami, Alexis Bellino in Los Angeles and Gretchen Rossi in Houston, Texas.

"We are so excited to partner with CIROC during this holiday season, to bring our fans a uniquely glamorous opportunity to greet the New Year with The Real Housewives," said Ellen Stone, SVP of Marketing for Bravo.

Committed to keeping consumers safe, CIROC and Combs, in partnership with these glitzy Housewives, will further ignite the brand's social responsibility platform with the execution of the fourth annual "CIROC Safe Rides" program. This initiative provides consumers with access to free and secure transportation from their New Year's Eve fetes. Leading up to New Year's, Kim Zolciak, Taylor Armstrong and others will surprise lucky pedestrians with CIROC Safe Rides cards to ensure that they get home safely on New Year's Eve.  Additionally on December 31, designated CIROC brand ambassadors will distribute thousands of "Safe Ride" cards to adult consumers in major metropolitan cities across the country. In New York, Chicago and Miami cards valued at $15 will be redeemable for usage in taxis, black cars, and liveries. CIROC will give Atlanta area consumers metro cards good for use on MARTA at the end of their big night.

"New Year's Eve is one of my favorite times of year. I love the energy of people coming together all over the world to celebrate life – what was and what is yet to come," said Combs. "I want everyone to know that however they choose to ring in the New Year, it is important to celebrate safely and responsibly."

In addition, these starlets will remind fans to celebrate the holidays responsibly through dedicated public service announcements and other multi-media programming on select lifestyle media outlets through the month December.

"New Year's Eve is filled with anticipation for new beginnings and a brighter future. I want to remind all of CIROC's loyal fans to start the New Year out right by celebrating this special time responsibly," said Taylor Armstrong of Real Housewives of Beverly Hills.

About CIROC Ultra Premium Vodka

CIROC Ultra Premium Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC 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 Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CIROC. The makers of CIROC Vodka launched two new flavors - CIROC RED BERRY and CIROC COCONUT - in February 2010 and CIROC Peach in October 2011. All three are also made with vodka distilled from fine French grapes, and infused with natural coconut, wild berry, peach and other tropical/fruit flavors. In September 2011 Market Watch Leaders recognized CIROC as 'Spirits Brand of the Year' for its outstanding performance and unprecedented growth during the 2010 fiscal year. © 2011 Imported from France by DIAGEO, Norwalk, CT.

About Bravo

Consistently the fastest growing Top 20 ad-supported cable entertainment network, Bravo continues to translate buzz into reality with critically-acclaimed breakout creative competition and docu-series, including the Emmy and James Beard Award-nominated Top Chef, two-time Emmy Award winner Kathy Griffin: My Life on the D-List, the 14-time Emmy nominated Inside the Actors Studio, the hit series Shear Genius, Million Dollar Listing, The Millionaire Matchmaker, Tim Gunn's Guide to Style, Make Me A Supermodel, and the water cooler sensations that are The Real Housewives of New York City, The Real Housewives of Orange County, and The Real Housewives of Atlanta. Bravo reaches its unique audience through every consumer touch point and across all platforms on-air, online and on the go, providing the network's highly-engaged fans with a menu of options to experience the network in a four-dimensional manner. Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. Bravo has been an NBC cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980.

For more information please contact Ben Russo, or Jackie Gonzalez, of EMC|BOWERY at 323.656.2030

SOURCE CIROC Ultra Premium Vodka