There’s big news coming for Colombian fans of Maluma…and Smirnoff. With the purpose of subverting the ordinary, celebrating diversity and originality, Smirnoff X1 Lulo  has officially announced Maluma as its new ambassador and reference of the recently inaugurated #NTLVE movement on different social networks exclusively in Colombia. The Medellin native, multiple award winner, and world icon of urban music, is now the face of a brand with a unique character and the voice that inspires a generation of people who enjoy the authenticity of life, who want to transcend their purposes and that they celebrate as only Colombians know how to do it.

Like Maluma, Smirnoff X1 Lulo has a striking personality. Both share local flavor and a lifestyle where they celebrate with people, from their singularities and tastes, regardless their differences.

Passion for celebrating in a special way is the main point of this collaboration and this is materialized in a unique drink, made in Colombia, that is taken cold and in shots, and that combines perfectly with an artist who has brought his talent to the highest throughout the world thanks to his songs and his way of inspiring others from who he is.

Álvaro Cárdenas, general manager of Diageo Colombia expresses: “We are proud to present Maluma as our ambassador and official image of Smirnoff X1 Lulo. It is quite gratifying to work together with a worldwide reference of originality, and who has a very special perspective of inclusion and diversity, which we share from Diageo as well”.

Maluma also joins the #NTLVE movement, which involves celebrating differences, be citizens of the world and combining the best of international trends with the joy and flavor of our country, to connect people who share the taste for being unconventional and for those who dare to try new experiences.

“We can all fit in this world and we are going to bring this powerful message and flavor to Colombians because we do not believe in labels or stereotypes, we respect tastes and live in an original way. Here we connect from our individuality, we celebrate as a great community and ‘no te lo voy a explicar’ (#NTLVE),” says Maluma.

Maluma and Smirnoff X1 Lulo invite people to express their authenticity and share moments with an original flavor that represents Colombians very well by joining the #NTLVE movement on social networks (@smirnoffco on Instagram), where they will find news from Maluma and Smirnoff X1 Lulo.