Diageo has many spirits brands and each brand has a unique personality. Smirnoff Vodka can bring any night to life, Captain Morgan brings out a suave mischievous nature in anyone who drinks it and Crown Royal consists of a whiskey swilling society of those who appreciate legendary taste. Customized digital and social experiences show fans what they are in for when they partake in the perfect cocktail and encourage user generated content to share with friends to keep the party going.