MUMBAI: Universal Pictures and DonQ Rum have entered into a corporate alliance.

As the Official Rum of Universal Pictures, the partnership also provides for DonQ’s brands to be integrated into Universal Pictures premieres and events, develop joint programs at retail and create marketing activation across social and online media platforms.

The deal marks the first time Universal has formed a corporate alliance with a sprits company.

"This alliance provides DonQ with the opportunity to expand its brand presence in the US by harnessing the power of Universal’s films and its marketing expertise. We look forward to supporting DonQ in their efforts to expand their brand," said Universal Partnerships & Licensing vice president corporate alliances Stephanie Testa.

"DonQ is thrilled to partner with Universal Pictures. By integrating our brand into Universal’s top releases, we will be able to target consumers at a very important touch point – entertainment. Tapping into the coveted movie-going audience via our joint marketing efforts will further help DonQ generate awareness and bring Puerto Rico’s preferred premium rum to new emerging consumer audiences," said DonQ vice president of sales John Eason.

Terms of the agreement give DonQ Rum products the first opportunity to participate in product placement and co-promotion on Universal’s films in the spirits category.