Middle Seats Are The Worst, But That Doesn't Mean Your Holiday Travel Has To Be; Smirnoff Seltzer Is Delivering Upgrades And Fun This Season

NORWALK, Conn., Dec. 4, 2018 /PRNewswire/ -- The luggage was set on the tarmac with care, in hopes that the airplane soon would be there; the travelers were nestled all snug in the line, while visions of first-class danced in their mind…

The most wonderful time of the year is upon us, yet there's nothing festive about enduring awful holiday travel complete with flight delays, shrinking legroom and – for almost one-third of all travelers – the dreaded middle seat. With more travelers taking to the skies than usual – 61 million total last December according to the United States Department of Transportationⁱ – planes are going to be quite crowded forcing many to end up in that middle seat battling for their share of the armrests. A survey, commissioned by 3M and run by the Global Strategy Groupⁱⁱ, found that a majority of Americans would rather get stuck in traffic (56 percent), go on a blind date (56 percent) or go to the dentist (54 percent) than sit in the middle seat on a full flight.

Understanding the middle seat dread, Smirnoff Seltzer saw an opportunity to bring a #FunofaKind experience and take a stand for middle-seaters. Smirnoff Seltzer will help travelers avoid the burden of the Scrooge-ist of all seat allocations by offering flight upgrades, all you have to do is share your seat assignment securely on the contest website and tell us why an upgrade would start your Holidays off right.  If your story is determined by the judging panel to be one of the best, you'll score a seat upgrade.

Is it that simple? Yes! Now through December 14, 2018, adult travelers with a middle seat ticket on a U.S. direct, non-stop flight taking place between December 17, 2018 and January 31, 2019 can share their story and flight info on SmirnoffSeltzerUpgrade.com for a chance to be upgraded, courtesy of Smirnoff Seltzer. The brand will spend up to $50,000 in upgrades, making it easy for numerous travelers to win an upgrade. Like the brand's 4th of July campaign that paid for 100 people to take a five-day weekend because the holiday fell on an un-fun Wednesday, this campaign continues Smirnoff's commitment to bring fun to the un-fun.

"The holidays are the best. Traveling for the holidays though…the worst," said Krista Kiisk, Brand Director, Smirnoff Seltzer. "We believe that there is an opportunity for fun in any moment, whether it's finding delicious flavor in a drink that contains zero sugar or embracing the chaos of holiday travel. Smirnoff Seltzer's holiday campaign and commitment to spend up to $50,000 to rescue as many people as possible from the misery of the middle seat is helping people find that fun."

Whether or not you ditch the middle seat, everyone of legal drinking age can enjoy their holiday indulgences and a Smirnoff Seltzer too, a tasty option that's only 90 calories, and contains zero sugar and one (fun) carb*. Smirnoff Seltzer is available nationwide in Raspberry Rose, Cranberry Lime, Berry Lemonade and Watermelon flavors for a suggested retail price of $8.99 for a six pack of 12oz. cans, or try them all in our variety 12 pack for a suggested retail price of $15.99.

As friends and family gather round for a drink and celebrate the season with a cheers and a clink, remember spending the holidays together is such a delight, but always enjoy responsibly to ensure all have a good night.

*Per 12 fl. oz.-Average Analysis: Calories-90; Carbohydrates-1 G; Protein-0 G; Fat-0

Official Sweepstakes Entry Rules
PURCHASE OF MIDDLE SEAT COACH TICKET ON DIRECT FLIGHT BETWEEN 12/17/18 & 1/31/19 REQUIRED. (Alcohol beverage purchase NOT required.) Must be legal U.S. resident, 21 or older. Void in AK, HI & where prohibited. Middle seat upgrade subject to availability. Max. prize value of $3,125 per winner. See official rules for details at www.smirnoffseltzerupgrade.com.

About SMIRNOFF Spiked Sparkling Seltzer and Smirnoff ICE
SMIRNOFF Spiked Sparkling Seltzer, along with Smirnoff ICE is part of Diageo's flavored malt beverage portfolio. All of the products in the portfolio are ready to serve and include SMIRNOFF ICE Original, SMIRNOFF ICE Flavors, SMIRNOFF ICE Smash and SMIRNOFF Spiked Sparkling Seltzer. Please enjoy responsibly, and log on to www.smirnoff.com for more information.

Follow us on Twitter (@SmirnoffUS) and like us on Facebook (www.facebook.com/smirnoff) for news and information about SMIRNOFF Spiked Sparkling Seltzer. Premium Flavored Malt Beverage. The Smirnoff Co., Norwalk, CT.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

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MEDIA CONTACTS

Jamie Hakim
Diageo
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646-223-2314

Halley Barnes
Taylor
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212-714-5785

PLEASE DRINK RESPONSIBLY. SMIRNOFF Spiked Sparkling Seltzer. Premium Flavored Malt Beverage. The Smirnoff Co., Norwalk, CT.

ⁱ "On-Time Performance - Holiday Flight Delays."Bureau of Transportation Statistics, United States Department of Transportation, Sept. 2018, www.transtats.bts.gov/holidayDelay.asp?pn=1.

ⁱⁱ Middle Seat "Survival" Guide. 3M And the Global Strategy Group, Apr. 2009, multimedia.jp.dk/archive/00187/Middle_Seat_Surviva_187131a.pdf.

SOURCE Smirnoff Seltzer