SKYY SPIRITS TOASTS PROMOTIONAL, SALES AND BOX OFFICE SUCCESS OF NEW LINE CINEMA’S “SEX AND THE CITY”
Posted: June 11th, 2008 under SKYY Corporate, SKYY Vodka.
SKYY® Vodka Sales Jump Double Digits, Huge Surge Seen in Cocktail Account Placements Tied to Hit Film
SAN FRANCISCO, CA (June 11, 2008) – After a week-long premiere celebration, Skyy Spirits, the definitive marketer and distributor of super-premium and luxury spirits brands in North America, toasts the women of Sex and the City for a surge in market performance thanks to SKYY’s official sponsorship of the record-breaking New Line Cinema film.
In conjunction with the premiere of the Sex and the City movie on May 30, Skyy Spirits created a comprehensive marketing campaign that included product placement of the iconic SKYY® Vodka brand in the film, in addition to a raft of marketing, promotional and public relations campaigns, including national print, outdoor, and online advertising; consumers sweepstakes; charity screenings; off-premise offers; and custom on-premise programs featuring SKYY Vodka cocktails named after each of Sex and the City’s leading ladies.
“The in-market success we have seen since we announced our partnership with New Line and Sex and the City has been outstanding,” said Gerry Ruvo, President and CEO, Skyy Spirits. “Sales in March and April for SKYY Vodka jumped double digits based on the excitement surrounding our promotions tied to the film. There really could not have been a better partner to enhance our existing marketing efforts.”
Placement of the SKYY Vodka Sex and the City cocktails, appropriately named the Carrie, Miranda, Charlotte and Samantha, beat all previous company records for on-premise adoption. In just 30 days, more than 3,000 bars, restaurants and nightclubs signed up to carry the distinctive, signature drinks, which were matched with exciting marketing collateral.
Houlihan’s Restaurants linked its popular “Diva Nights” program with the national Sex and the City promotion, propelling a 65 percent lift in overall sales for Skyy Spirits brands at the popular casual dining chain.
“This was a perfect opportunity for Houlihan’s,” said Jen Gulvik, VP of Marketing for Houlihan’s Restaurants, Inc. “Skyy Spirits brought us Sex and the City, which we in turn customized for our existing ‘Diva’ program we’ve built over four years to become known as a destination for girls’ night out. The shoe could not have fit any better, and the resulting lift in business has been outstanding.”
To add more excitement and buzz around the movie’s premiere, Skyy Spirits sponsored a national sweepstakes that gave two lucky winners an all-expense paid trip for two to the star- studded New York premiere on May 27. SKYY Vodka and other Skyy Spirits products, such as Campari® and Cabo Wabo® Tequila, stole the show at the glitzy premiere after-party with stars of the film enjoying their namesake cocktails along with the glitterati of the movie world.
Skyy Spirits also hosted two special charity screenings of the movie in advance of the general release. The San Francisco event on May 28 was hosted by Sex and the City star Willie Garson (Stanford Blatch) and raised $15,000 for STOP AIDS and the San Francisco AIDS Foundation. The Los Angeles event on May 29 was hosted by Sex and the City star Kristin Davis (Charlotte York) and producer/writer/director of the film Michael Patrick King. That event, also attended by Lisa Kudrow (Friends), raised more than $20,000 for AIDS Project Los Angeles (APLA).
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 InfusionsTM, 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 Caña® Rum, Carolans Irish Cream®, Tullamore Dew Irish Whiskey®, Irish Mist® Liqueur, Midori® Melon Liqueur, ZEN Green Tea Liqueur TM and The Yamazaki® Single Malt Whisky.
Skyy Spirits was founded and is headquartered in San Francisco, California. Please enjoy Skyy Spirits brands responsibly and in moderation.
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Contact: pr@skyy.com
