Drinks Americas Holdings has tied up with the world's largest music company to market new products jointly.

The company, which develops and markets brands including Trump super-premium vodka, said yesterday (26 June) that it has entered into a partnership agreement with Interscope Geffen A&M, part of Universal Music Group. The deal, for which financial details were not released, will allow the two companies to "identify, develop, commercialise and market jointly-owned alcoholic and non-alcoholic beverage products in collaboration", Drinks Americas said.

Interscope Geffen A&M, meanwhile, will work to sign and negotiate with selected artists, and to assist in the marketing and promotion of the new beverages. The record label will also market and promote Drinks Americas' current portfolio, which also includes Willie Nelson's Old Whiskey River Bourbon.

"Our new partnership with Interscope Geffen A&M is very exciting and a major milestone for both companies and industries, as we leverage this marketing innovation with the multi-billion dollar music industry," said Patrick Kenny, Drinks Americas' president and CEO. "There is a large opportunity here for both companies to generate substantial incremental revenue and profits and create valuable assets for both companies.

"Our partnership provides us with a marketing platform to drive awareness of our premium icon brands through events, such as music videos, concert tours, album kick-off parties and other countless ways that cut across all media forums."

The roster at Interscope Geffen A&M includes artists such as Eminem, Dr. Dre, Snoop Dogg and Gwen Stefani.