Market Overview

SMIRNOFF™ Celebrates The Diverse Stories Of American Immigration During Immigrant Heritage Month


SMIRNOFF™ Joins Nationwide Effort to Celebrate the Coming Together of Cultures through the Brand's Global Street Art Project

LOS ANGELES, June 22, 2016 /PRNewswire/ -- Today, the makers of SMIRNOFF™ vodka announced support of the third-annual Immigrant Heritage Month taking place throughout the month of June. In celebration of the month, SMIRNOFF™ will be bringing the SMIRNOFF™ Global Street Art Project to the United States. The SMIRNOFF™ Global Art Project launched in March 2016 in Tokyo, Japan and gathers some of the most innovative names in the world of street art to stage a dialogue around inclusivity.


Immigrant Heritage Month is celebrated in June and is an initiative to partner community organizations, elected officials, corporations, artists and thought leaders to gather and share inspirational stories of American immigration. For the U.S. activation of the Global Street Art Project, SMIRNOFF™ is teaming up with Los Angeles street artist, Morley, to show that the world is better when we break down walls and unite all cultures together.

"We want to bring the SMIRNOFF™ brand purpose of inclusivity to life in a way that demonstrates why the American story of immigration is one to be proud of and one that makes the United States a unique place to live," said Jay Sethi, Vice President of Marketing, SMIRNOFF™. "By working with Morley, we will visually share how individuals with interesting immigration stories have positively impacted the growth of our country."

During the month of June, SMIRNOFF™ and Morley will be identifying 10 individuals who each have unique perspectives and ties to immigration. The stories that these individuals share will be interpreted into pieces of art, created by Morley, and then displayed throughout the city of Los Angeles. Morley's artwork will be displayed starting on June 29th through July 24th at 20 bus shelters across the city. One large-sized piece will also be prominently displayed in the Venice Beach area.

Instead of highlighting differences as a way to cause separation, SMIRNOFF™ believes that we should celebrate our differences as a way to come together and contribute to the growing culture around us.

SMIRNOFF™ also reminds consumers that, whenever celebrating with friends over a drink, to please do so responsibly. 

The SMIRNOFF brand, the world's number-one selling premium spirit and the top-selling vodka by volume, in the United States, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world.   For more information, log on to  

About, a 501(c)(3) non-profit organization, has since 2014 coordinated Immigrant Heritage Month every June. Immigrant Heritage Month honors the ways in which America and the immigrants who have built our country are linked in a shared, productive history. Learn more about the campaign and Immigrant Heritage Month by visiting

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 Visit Diageo's global responsible drinking resource,, for information, initiatives, and ways to share best practice.

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

Coming together to celebrate our differences. Please drink responsibly.


Jim Sias

Carla Clunis





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