Skyy Spirits Announces Promotional Partnership With New Line Cinema's Sex and the City Movie

Business Wire, March 17, 2008

SKYY Vodka[R] Named Official Spirit of Most-Talked-About Movie of 2008

SAN FRANCISCO -- Skyy Spirits, the definitive marketer and distributor of super-premium and luxury spirits brands in North America, announced today 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 nationwide on Friday, May 30. Skyy Spirits' flagship product, SKYY Vodka[R], 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 Gerry Ruvo, CEO of Skyy Spirits. "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[R] 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 www.skyy.com to receive more information. You can also enter to win online beginning April 1 at www.skyy.com/sexandthecity.> "When we considered partners for the film, SKYY Vodka was a natural choice," says Chris Carlisle, President of Domestic Marketing at New Line Cinema. "The iconic cocktail of Sex and the City is the cosmopolitan and SKYY Vodka is the perfect elixir for Carrie, Samantha, Charlotte and Miranda."

To add to the excitement, Skyy Spirits and SKYY Vodka will 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, Inc. 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. Beginning April 9, Houlihan's will feature special Sex and the City cocktails themed to each of the movie characters' personalities -- "Carrie," "Miranda," "Charlotte," "Samantha" and even "Big" -- while out on the town with friends. Houlihan's restaurants will be outfitted with Sex and the City promotional items and will provide consumers with another opportunity to enter to win free tickets to attend the Sex and the City premiere. The winners and a guest will receive the full VIP treatment, including limo service and a walk on the red carpet before the premiere. Houlihan's customers can register to win at Houlihan's restaurants nationally. For more information on Houlihan's, visit www.houlihans.com.

In addition to Houlihan's, bars and nightclubs across the country will feature Sex and the City promotions and activities, including cocktail specials. Off-premise retail programming will feature custom point of sale pieces and consumer materials that include Sex and the City cocktail recipes and coupon offers tied to the film. SKYY will also team with New Line on nationwide "Girls Night Out" promotional packages prior to the film's release, giving consumers a chance to truly immerse themselves into the Sex and the City experience.

Sex and the City is coming to the big screen in a feature film adaptation of the hit HBO television series. The film will follow the continuing adventures of the series four main characters -- Carrie, Samantha, Charlotte and Miranda -- as they live their lives in Manhattan four years after the series ended. Stars Sarah Jessica Parker, Kim Cattrall, Kristin Davis, and Cynthia Nixon are all on board to reprise their roles, while the film will be written and directed by Michael Patrick King, who executive produced the original television series. Additionally, Chris Noth, David Eigenberg, Evan Handler and Jason Lewis will return as the women's love interests. Academy Award-winning actress Jennifer Hudson (Dreamgirls) has also joined the cast of the film and will play Carrie Bradshaw's assistant, a new character to be introduced in the film.

About Skyy Spirits, LLC

Skyy Spirits, LLC is the US-based wholly owned subsidiary of Gruppo Campari and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. Launched in 1992 with the introduction of its flagship brand, SKYY Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari's portfolio in the US of such leading brands as SKYY Vodka, SKYY90, SKYY Flavors, Campari, Cabo Wabo Tequila, Ouzo 12, X-Rated Fusion Liqueur and Jean-Marc XO Vodka. Skyy Spirits is also the exclusive US distributor of Cutty Sark Scotch Whisky, The Glenrothes Single Malt Scotch Whisky, Bowmore Islay Single Malt Scotch Whisky, Auchentoshan Lowland Single Malt Scotch Whisky, Glen Garioch Highland Single Malt Scotch Whisky, Flor de Cana Rum, Carolans Irish Cream, Tullamore Dew Irish Whiskey, Irish Mist Liqueur, Midori Melon Liqueur, ZEN Green Tea Liqueur and The Yamazaki Single Malt Whisky.