Smirnoff, which excited the globe with party-swapping initiatives as part of the Smirnoff Nightlife Exchange Project for two consecutive years (2010 and 2011), comes back with an international 6-month project, which is also designed to pat tribute to the best in the world’s nightlife cultures. The world’s No.1 vodka brand initiated Smirnoff Midnight Circus, “a global tour celebrating unique nightlife experiences in more than 25 cities.” It won’t be a traditional circus (no clowns, magicians, acrobats and animals), but a new kind of world uniting entrainment, a hilarious spectacle with modern performances.

SKYY Vodka, one of the biggest fashion friends in the alcohol drinks world, announced that it has become an official sponsor of upcoming Mercedes-Benz Fashion Week Spring 2013 Collections, which is slated to be hosted in New York City, September 6–13, 2012. The brand, which has a great ‘passion for perfection’ (this message is reflected in its latest campaign), won’t present any clothing collections like Diet Pepsi did earlier this year, but will unveil something more relative—SKYY specialty cocktails, which are inspired by the season’s most prominent fashion trends.

With this year’s Olympic Games in London and European Soccer Championship in Poland and Ukraine, it is likely that many brands will try to use these events to reinforce their engagement with consumers. Among other things, we could expect the introduction of several limited editions. In particular, Coca-Cola has got a long track record when it comes to linking to the biggest sport events on earth. Some of these limited editions will be a huge success, while others – like Coca Cola’s ‘polar bear cans’ last winter – turned out as failures.