NEW YORK, Nov. 17, 2010 -- The countdown to 2011 has officially begun. CIROC Ultra Premium Vodka – the "Official Vodka of New Year's Eve" – Sean "Diddy" Combs and E! Entertainment are proud to announce the nationwide "CIROC the New Year" contest.  The contest will give five grand prize winners the ultimate New Year's Eve experience of ringing in 2011 as an Official CIROC and E! Entertainment New Year's Eve Correspondent for Eonline – the web's top destination for celebrity and entertainment news – from one of five elaborate New Year's Eve celebrations.  The celebrations will be hosted by Diddy himself in Las Vegas, Kourtney Kardashian in Miami, Pete Wentz in Chicago, Taryn Manning in Vail, and a surprise celebrity host in New York City.  

Each grand prize winner and guest will receive VIP accommodations and round-trip airfare to the "CIROC the New Year" celebration in the city nearest to his or her home, spending money and the role of official CIROC and E! Entertainment New Year's Eve Correspondent.  The contest will also award six first-place winners with the Ultimate CIROC At-Home New Year's Eve Celebration Kit, which includes a personal consultation with a professional event planner and money towards an epic "CIROC the New Year" New Year's Eve party.  Between now and December 3 consumers can enter online for their chance to win these ultimate New Year's Eve experiences that only CIROC vodka can provide.

"New Year's Eve isn't just another celebratory night, it sets the standard for an entire year to come," said Combs, who entered into a strategic marketing alliance with the spirits brand three years ago. "As the 'Official Vodka of New Year's Eve,' it's important to me that we not only give our loyal consumers an unforgettable experience that they can only get from me and CIROC, but we also want to ensure that we remind everyone who plans to ring in the new year to do so responsibly."

CIROC and Sean "Diddy" Combs have partnered with E! for two consecutive years on a Drive Safe campaign, which promotes responsible drinking and encourages people to make smart decisions before they begin a night of celebration to ensure that they get home safely. Later this month the brand will announce a third consecutive partnership with the entertainment powerhouse to promote responsible decision making.

To enter the "CIROC the New Year" contest, adult consumers must submit an original video showing or explaining why he or she should be selected as one of the official CIROC and E! Entertainment New Year's Eve correspondents atwww.eonline.com/ciroc, www.facebook.com/ciroc and www.ciroc.com/eonline. Unaltered videos must incorporate the phrase "CIROC the New Year" and last no more than two minutes in length. The contest is open now until 11:59:59 p.m. (EST) onDecember 3, 2010.  A first-place prize will be awarded to consumers each Friday during the six week contest period, and the grand prize winners will be announced on December 10.  Videos will be judged on originality 25%, creativity 25%, adherence to theme 25% and technical merit 25%.  This promotion is open only to legal residents of the United States who are 21 years of age or older at the time of entry, except California and wherever else prohibited or restricted by law.  One entry per person.

Wherever you decide to celebrate this New Year's Eve, the makers of CIROC vodka remind you to celebrate life responsibly.  Always use a designated driver.  Those without a designated driver can text "DRIVESAFE" to 44264 from their wireless devices or go to Eonline to receive taxi information in their area.  

ABOUT CIROC 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 - inFebruary 2010. Both are made with vodka distilled from fine French grapes and infused with natural coconut/wild berry and other tropical/fruit flavors. © 2010 Imported from France by Diageo, Norwalk, CT. Celebrate Life Responsibly.

About Comcast Entertainment Group

Based in Los Angeles, Comcast Entertainment Group operates E! Entertainment Television, the 24-hour network with programming dedicated to the world of entertainment, and E! Online; The Style Network, the destination for women 18-49 with a passion for the best in relatable, inspiring and transformational lifestyle programming; and G4, offering the last word on gaming, technology, animation, interactivity and "geek culture" for the male 18-34 demo.  E! is currently available to 97 million cable and satellite subscribers in the U.S. and the E! Everywhere initiative underscores the company's dedication to making E! content available on all new media platforms any time and anywhere from online to broadband video to wireless to radio to VOD.  The Style Network currently counts 65 million cable and satellite subscribers and Mystyle.com keeps women up to date on all the latest fashion and beauty news on the web.  G4 is available in 70 million cable and satellite homes nationwide and G4tv.com is a top web destination for video game news and information.

SOURCE CIROC Vodka