Universal Pictures signs DonQ Rum for integration


Another tap into untapped liquor dollars: Universal Pictures and DonQ Rum, Puerto Rico’s leading rum brand, have entered into a corporate alliance. As the “Official Rum of Universal Pictures,” the partnership also provides for DonQ’s brands to be integrated into Universal Pictures premieres and events, develop joint programs at retail and create marketing activation across social and online media platforms.

The deal marks the first time Universal has formed a corporate alliance with a sprits company.

“DonQ is thrilled to partner with Universal Pictures,” said DonQ’s Vice President of Sales, John Eason. “By integrating our brand into Universal’s top releases, we will be able to target consumers at a very important touch point – entertainment. 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.”

Terms of the deal give DonQ Rum products the first opportunity to participate in product placement and co-promotion on Universal’s films in the spirits category.