Universal Pictures and DonQ Rum have entered into a corporate alliance that will see the Puerto Rican rum brands integrated into Universal Pictures premieres and events.

The deal will also develop joint programmes at retail and create marketing activities across social and online media platforms.

The deal is the first time Universal has formed a corporate alliance with a spirits company.

"This alliance provides DonQ with the opportunity to expand its brand presence in the US by harnessing the power of Universal's films and its marketing expertise," said Universal partnerships & licensing vice president, corporate alliances, Stephanie Testa.

"We look forward to supporting DonQ in their efforts to expand their brand."

DonQ's vice president of sales, John Eason, said: "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 agreement give DonQ Rum products the first opportunity to participate in product placement and co-promotion on Universal's films in the spirits category.