Diageo, a premium drinks company, is extending its reach with the launch of a mobile version of its Web site.

TheBar.com for mobile is an in-depth resource that gives consumers of legal drinking age everything they need to inspire, plan and shop for any occasion, on any budget. The mobile site will offer an extensive drink recipe database, supported by the Diageo portfolio including spirits, beer and wine brands, such as Smirnoff vodka, Jose Cuervo tequila, Captain Morgan Original Spiced Rum, Johnnie Walker blended Scotch whisky, Sterling Vineyards wine and Guinness Draught.

?Diageo wanted to put our recipes into the hands of our consumers,? said Kristin Ganong, vice president of digital strategy and relationship marketing at Diageo, New York. ?Since we know that consumers are looking for recipes on the go, we can now give them access to our brands and recipes anywhere they are.

?Whether they are out planning for a party or at a bar looking for inspiration, TheBar.com can provide them with a solution for their needs,? she said. ?Additionally since we know that there are over  60 million consumers using the Internet on their mobile devices, we want to make sure our content is accessible to them when they are looking for us.?

TheBar.com has greatly expanded the recipe content for the mobile site. The database now includes 750 drink recipes.

The Diageo site provides tips and suggestions on where to find the brands to mix up the perfect Jose Cuervo Margarita or Smirnoff Cosmopolitan.

The easy-to-use search engine, including reverse search and a Quick Drinks feature allows the consumer to find the right drink based on their criteria - by occasion, spirit type or brand - including holidays or themes, ingredients or non-alcoholic.

The last-minute party planner will also benefit from an additional new feature on TheBar.com coined Quick Drinks. This function gives consumers quick and easy drink solutions for all entertaining needs.

Site visitors can save drink recipes directly to their own profile on the mobile site for access at the liquor store.

TheBar.com provides a store locator and provides seasonal offers throughout the year.

Diageo is not new to mobile. Its Captain Morgan rum brand encouraged consumers this Halloween to show just how scary they are using their mobile phones.

In-store signage asked consumers to dress up as monsters and text their photos to CAPTIN or email in a picture to enter a contest. The winner with the best costume won a trip for four to the Mardi Gras in February (see story).

Captain Morgan also added a mobile component to its existing Pose Off campaign. The brand let users upload photos via MMS across all major carriers except T-Mobile. This was one of the first cross-carrier incoming MMS campaigns in the U.S. and also allows consumers to upload their photo entries via email from smartphones (see story).

It didn't take long for Diageo?s Smirnoff Vodka to take a shot at mobile. The liquor giant began using the mobile channel for branding, customer engagement, entertainment and affinity in 2007 -- all in an effort to provide relevant information to audiences (see story).

Diageo?s mobile site is just another way that the brand is using the mobile channel to extend its reach.

?The mobile site allows us to get much closer to the point of purchase,? Ms. Ganong said. ?Now consumers can access our recipes, instantly navigate convenient hosting tips  and  find store locations while they are out.?