MUMBAI: US luxury spirits brands Skyy Spirits has announced a 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.

The film releases on 30 May and is an extension of the HBO show. Skyy Spirits’ flagship product Slyy Vodka will serve as the official spirit brand of the movie.

Skyy Spirits CEO Gerry Ruvo says, “There couldn’t possibly be a better promotional tie-in this year for our brands, particularly Skyy Vodka, than Sex and the City. We are pleased to be able to give consumers the chance to experience this cultural phenomenon through exciting, targeted marketing programmes 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. Consumers can sign up now in the membership section of http://www.skyy.com to receive more information.

New Line Cinema president of domestic marketing Chris Carlisle says, “When we considered partners for the film, Skyy Vodka was a natural choice. 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 Slyy Vodka will host charity screenings of Sex and the City in Los Angeles and San Francisco just prior to the film’s rollout. The gala screenings, open to the public, will benefit local community charities.