Skyy Spirits has teamed up with New Line Cinema for its Skyy Vodka brand to become the official spirits sponsor and promotional partner for its new Sex and The City film.

The marketer and distributor of spirits brands in North America said today (17 March) that it will "support the film's release through a multi-dimensional marketing campaign", including product placement of Skyy Spirits' portfolio including brands as Skyy Vodka and Cabo Wabo Tequila.

Skyy Spirits CEO Gerry Ruvo said: "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."

The promotional partnership will include "national print, outdoor and online advertising" as well as on- and off-trade contests to win tickets to the New York City premiere in late May, the company said.

New Line Cinema president of domestic marketing Chris Carlisle added: "When we considered partners for the film, Skyy Vodka was a natural choice. The iconic cocktail of Sex and the City is the cosmopolitan and Skyy Vodka is the perfect elixir for Carrie, Samantha, Charlotte and Miranda."

Skyy Spirits and Skyy Vodka will host charity screenings of Sex and the City in Los Angeles and San Francisco prior to the film's national rollout, in an effort to benefit local charities, the company said.

To support the tie-up, Houlihan's restaurants, bars and nightclubs across the US will feature Skyy signature Sex and the City cocktails through its "annual Diva promotion" from 9 April, the spirits company added.