BET deal puts Smirnoff in a reality show

10/4/2010 | Wall Street Journal, The · Adweek

Spirits maker Diageo is teaming with Black Entertainment Television on a reality show called "Master of the Mix," featuring Smirnoff vodka. The show, created and produced by Diageo, follows disc jockeys in an elimination-style, music-mixing challenge, with survivors of each round receiving cocktails. The show will also feature a mixologist who will give viewers lessons in how to mix drinks.

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Wall Street Journal, The · Adweek

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