DonQ’s, Puerto Rico’s leading rum, has gone Hollywood in a partnership to become the “official rum” of Universal Pictures. The brand plans to expand its presence in the U.S. through the power of Universal’s films and marketing expertise.
The deal marks the first time Universal has formed a corporate alliance with a spirits company that will include product placement and co-promotion on Universal films in the spirits category.
The DonQ brand will be integrated into film premieres and events and the two entities will develop joint retail programs and marketing programs across social and online media platforms.
“By integrating our brand into Universal’s top releases, we will be able to target consumers at a very important touch point – entertainment,” DonQ’s vice president of sales, John Eason, said in a release. ” 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.”
Universal Partnerships & Licensing brokered the deal.
Serrallés USA, based in Dallas, TX, imports DonQ Cristal, DonQ Gold, DonQ Añejo, DonQ Gran Añejo and DonQ Limón, DonQ Coco, and DonQ Mojito.