Tanqueray(R) Becomes First Spirit Brand to Advertise on SIRIUS Satellite Radio

Tanqueray(R) Becomes First Spirit Brand to Advertise on SIRIUS Satellite Radio

Original Track 'Get Your Ice On' Gets Air Time Through Innovative Radio Buy

NEW YORK, Nov. 4 /PRNewswire/ -- The makers of Tanqueray(R), the best selling imported gin in the United States, have agreed to a ground-breaking two-and-a-half minute media buy with SIRIUS Satellite Radio featuring an original track called "Get Your Ice On." With this inventive execution, Tanqueray becomes the first spirits company to advertise on SIRIUS. Inspired by the brand's spokesperson, Tony Sinclair, the song is also the first track to be released from Tanqueray's new virtual CD which will be launched online in November at http://www.tanqueray.com/.

"In keeping with the brand's sharp perspective, we wanted to find a unique and creative way to connect with our consumer," said Chris Parsons, Vice President of Marketing, Diageo NA. "Satellite radio's format allows us to extend our traditional radio buy and take radio creative in a brand new direction."

"Furthermore, under Diageo's mandatory marketing Code, all Diageo advertising and marketing materials will only be placed in communications, whether electronic or print, where at least 70 percent of the audience is reasonably expected to be above the legal purchase age," Parsons added.

"SIRIUS is in a unique position to offer the flexibility to advertisers to try new things" says Sam Benrubi, Senior Vice President of Advertising Sales for SIRIUS. "Whether in length of the ad or its creative aspects, we have the ability to accommodate advertisers who want to break with industry conventions. We welcome Tanqueray's original approach."

The track, "Get Your Ice On," is the first song off of a virtual CD which will be released on the Tanqueray website in early November. The sexy, urban sound was inspired from the popular Tony Sinclair Tanqueray commercials.

"More than just a great piece of music, "Get Your Ice On" also emphasizes the importance of responsible drinking -- but does so in a hip, non-judgmental way," adds Parsons. "Listeners are encouraged to 'Get your think on when you get your drink on'."

The spot will air on Maxim Radio, Cracked Up Comedy, Raw Dog Comedy, OutQ Radio, ESPN Radio, and Sports Byline for a total of 728 spots from October 17th through the week of November 7th. When the spot airs, visual display of Tanqueray branding will appear on all SIRIUS radios.

The spot, created by Grey Advertising and produced by Music Beast with Executive Producer JSchlem, can be downloaded from Tanqueray.com.

From the track:

Ready to Tanqueray with the cocktail shaker Exquisite taste, the best for all the money makers. Sophisticated and smooth like my-man Mr. Tony.

ABOUT TANQUERAY

Tanqueray is a dry, crisp, gin with a rich juniper flavor. Known for its iconic green bottle and red emblem, the brand is the number one imported gin in the United States and is one of the world's most award-winning white spirits. Additional information about Tanqueray and Tony Sinclair may be found at http://www.tanqueray.com/.

ABOUT DIAGEO

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, and Crown Royal, as well as Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 markets around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/. Celebrating life, every day, everywhere, responsibly.

Always in Moderation.

ABOUT SIRIUS

SIRIUS delivers more than 120 channels of the best commercial-free music, compelling talk shows, news and information, and the most extensive sports programming to listeners across the country in digital quality sound. SIRIUS offers 65 channels of 100% commercial-free music, and features over 55 channels of sports, news, talk, entertainment, traffic and weather for a monthly subscription fee of only $12.95. SIRIUS also broadcasts live play-by- play games of the NFL, NHL and NBA and is the Official Satellite Radio Partner of the NFL and NHL.

SIRIUS products for the car, truck, home, RV and boat are distributed by Alpine, Audiovox, Brix Group, Clarion, Delphi, Directed Electronics, Eclipse, Jensen, JVC, Kenwood, Magnadyne, Monster Cable, Pioneer, Russound, Tivoli and XACT Communications. Available in more than 25,000 retail locations, SIRIUS radios can be purchased at major retailers including Best Buy, Circuit City, Crutchfield, Costco, Target, Wal-Mart, Sam's Club and RadioShack. SIRIUS is also available at heavy truck dealers, truck stops and travel centers nationwide.

SIRIUS radios are currently offered in vehicles from Audi, BMW, Chrysler, Dodge, Ford, Infiniti, Jaguar, Jeep, Land Rover, Lexus, Lincoln-Mercury, Mazda, Mercedes-Benz, MINI, Nissan, Scion, Toyota, Porsche, Volkswagen and Volvo. Hertz currently offers SIRIUS at major locations around the country.

Click on http://www.sirius.com/ to listen to SIRIUS live, or to find a SIRIUS retailer or car dealer in your area.

Any statements that express, or involve discussions as to, expectations, beliefs, plans, objectives, assumptions, future events or performance with respect to SIRIUS Satellite Radio Inc. are not historical facts and may be forward-looking and, accordingly, such statements involve estimates, assumptions and uncertainties which could cause actual results to differ materially from those expressed in any forward-looking statements. Accordingly, any such statements are qualified in their entirety by reference to the factors discussed in our Annual Report on Form 10-K for the year ended December 31, 2004 filed with the Securities and Exchange Commission. Among the key factors that have a direct bearing on our operational results are: our dependence upon third parties, including manufacturers of SIRIUS radios, retailers, automakers and programming partners, our competitive position and any events which affect the useful life of our satellites.

Contact: Melissa Woodbury/Matt McQueen Alan Taylor Communications 212-714-1280 ext. 241/ext. 233 melissa@alantaylor.commattm@alantaylor.com

Source: Diageo

CONTACT: Melissa Woodbury, +1-212-714-1280 ext. 241, melissa@alantaylor.com, or Matt McQueen, +1-212-714-1280 ext. 233, mattm@alantaylor.com, both of Alan Taylor Communications for Diageo

Web site: http://www.diageo.com/ http://www.tanqueray.com/ http://www.sirius.com/

------- Profile: Ent