There's more bad news for Ireland's botty-shaking fraternity with Smirnoff announcing today that they're discontinuing the Smirnoff Dance Club Awards.
Says spokesman Neil Gorman: "Smirnoff has been very proud of its sponsorship of the Awards since they were set up in 1998. However, Smirnoff has come to the decision that they're not in keeping with current brand objectives."
Reacting to the news, Hotpress dance guru Mark Kavanagh observes: "It's typical of the way corporate sponsorship works – support something when the going's good, and get straight out when there's a downturn."