Mumbai: Skyy Spirits, marketer and distributor of luxury spirits brands in North America, announced a comprehensive marketing deal with New Line Cinema to serve as the official spirits sponsor and promotional partner for the highly anticipated new film Sex and The City, debuting in theatres on 30 May. Skyy Spirits’ flagship product, Skyy Vodka will serve as the official spirit brand of the movie.

"There couldn’t possibly be a better promotional tie-in this year for our brands, particularly SKYY Vodka, than Sex and the City," said Skyy Spirits CEO Gerry Ruvo. "We are pleased to be able to give consumers the chance to experience this cultural phenomenon through exciting, targeted marketing programs that also give us a chance to highlight our premium spirits brands."

To further enhance Sex and the City’s famed cocktail culture, Skyy Spirits will support the film’s release through a multi-dimensional marketing campaign, including product placement of Skyy Spirits’ expansive portfolio in the movie, featuring appearances by such iconic brands as Skyy Vodka and Cabo Wabo Tequila.

Skyy Spirits’ promotional partnership will include national print, outdoor and online advertising featuring Skyy Vodka and Sex and the City. A consumer sweepstakes tied to the advertising and on- and off-premise promotions will give fans a chance to win tickets to the star-studded New York City premiere in late May.

"When we considered partners for the film, Skyy Vodka was a natural choice," says New Line Cinema president of domestic marketing Chris Carlisle. "The iconic cocktail of Sex and the City is the cosmopolitan and Skyy Vodka is the perfect elixir for Carrie, Samantha, Charlotte and Miranda."

Skyy Spirits and Skyy Vodka will also host charity screenings of Sex and the City in Los Angeles and San Francisco just prior to the film’s national rollout. The gala screenings, open to the public, will benefit local community charities. Tickets go on sale in April online and at the venue box offices, which will be announced at a later date.

Houlihan’s Restaurants is bringing Skyy signature Sex and the City cocktails to life through Houlihan’s annual Diva promotion, a creative twist on girl’s night out, that will spice up Wednesday nights this Spring.