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

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

SKYY Vodka(R) Named Official Spirit of Most-Talked-About Movie of
2008
SAN FRANCISCO--(Business Wire)--
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.

Skyy Spirits was founded and is headquartered in San Francisco,
California. Please enjoy Skyy Spirits brands responsibly and in
moderation.

About New Line Cinema Corporation

New Line Cinema is the most successful independent film company in
the world. Its mission is to produce innovative, popular and
profitable entertainment in the best creative environment. In addition
to the production, marketing and distribution of theatrical motion
pictures, the fully-integrated studio has divisions devoted to home
entertainment, television, music, theatre, merchandising and an
international unit. In 2005, New Line partnered with HBO to form
Picturehouse, a new theatrical distribution company to release
independent films. A pioneer in franchise filmmaking, New Line's
Oscar-winning The Lord of the Rings trilogy is one of the most
successful film franchises in history. New Line is a division of Time
Warner, Inc. (TWX).

Skyy Spirits
Dave Karraker, 415-315-8000
dave.karraker@skyy.com
or
New Line Cinema
Robert Pini, 212-649-4934
Robert.pini@newline.com
or
The Rose Group
Lauren Lundy, 310-280-3710
lauren@therosegrp.com

Copyright Business Wire 2008