In an ambitious move set to break new ground in nightlife experiences, the world’s leading vodka brand The Smirnoff Co. today unveils The Smirnoff Nightlife Exchange Project.
Continuing on a mission to inspire and enable more one-of-a-kind experiences, this bold attempt will see 14 countries work with respected nightlife figures to discover and celebrate the best elements of their country’s nightlife.

These ideas will be captured online, packed-up in a crate and transformed into exciting event experiences.

In an epic finale on 27th November, the world will swap nights, with each country exchanging the best of their nightlife with that of another.

The Smirnoff Co. believes in doing things differently: that when you overturn convention or simply change one of the ingredients of a night out, you can create something special, something extraordinary a night you look back on and are proud to say “I was there”.
Part of the Be There campaign, The Smirnoff Nightlife Exchange Project, the brand’s most audacious mission yet, sees 14 countries embarking on a cultural exchange.

Hailing from six continents, the 14 countries taking part – USA, GB, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela – represent the many vibrant sights, sounds and tastes of global nightlife culture today, and will each bring a unique and exciting flavour to the project.

Smirnoff Ireland Brand Manager Carol McHugh said, Smirnoff Ireland is delighted to be part of this exciting initiative, showcasing the best of Irish nightlife to a global audience.

The Smirnoff Nightlife Exchange Project is the most exciting example of creating a BE THERE moment yet.

Having already rallied a global online community of over 2 million like-minded people, The Smirnoff Nightlife Exchange Project puts these fans and the general public at its very centre.

Via a dedicated hub on Facebook, consumers are invited to make suggestions for what represents the best of nightlife.

This might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to a particular part of the world.

Once the suggestions are in, it will be up to a local expert Curator in each country to decide what will represent the very best of each country’s nightlife in the exchange.

Siobhan O’Dowd is set to curate Ireland’s crate. Siobhan is Director of Marketing at POD, originally from Belfast and former Entertainment officer at Trinity College Dublin.
Siobhan has worked with POD, a well known music venue and has been one of the driving forces behind the bespoke Electric Picnic Music and Arts Festival, for the past nine years.

Siobhan’s experience as part of the team behind the hugely successful Electric Picnic Festival is highly relevant to her role as Smirnoff curator.

The vital ingredients of each country’s nightlife will be revealed to the public on October 22nd. Each country will then pack-up its best nightlife into a crate for one of the other countries to experience on November 27th 2010.

The question is which country will Ireland get?

Submit your ideas to help shape this unique global experience and find out how you can join the worldwide party on the 27th November by becoming a fan at

And follow us on twitter using #SmirnoffXChangeirl for your updates it’s set to be an event not to be missed.