UNIVERSAL PARTNERSHIPS & LICENSING ANNOUNCES

CORPORATE ALLIANCE BETWEEN UNIVERSAL PICTURES AND DONQ RUM

UNIVERSAL CITY, CA, March 18, 2010 – Universal Partnerships & Licensing Vice President, Corporate Alliances Stephanie Testa announced today that 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.

“This alliance provides DonQ with the opportunity to expand its brand presence in the U.S. by harnessing the power of Universal’s films and its marketing expertise,” said Testa.  “We look forward to supporting DonQ in their efforts to expand their brand.”

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

About Serrallés USA

Headquartered in Dallas, TX, Serrallés USA is the exclusive importer of DonQ, Puerto Rico`s Premium Rum. Serrallés USA imports DonQ Cristal, DonQ Gold, DonQ Añejo, DonQ Gran Añejo and DonQ Limón, DonQ Coco, and DonQ Mojito.  Its flagship brand DonQ Cristal is the #1 selling rum in the island, where more than 70% of the rum consumed in the U.S. is produced.  DonQ Rum is manufactured by Destilería Serrallés Inc. in Ponce, Puerto Rico, where the premium rum making tradition first started in 1865.  Please visit us at www.donq.com.

About Universal Partnerships & Licensing

UP&L oversees Universal’s consumer product licensing, film and home entertainment promotions, and all corporate alliances for Universal’s theatrical, home entertainment, theme parks and stage productions.  This dedicated division is also responsible for monetizing the studio’s vast library of films and characters through licensing, branding and marketing opportunities.  UP&L is part of NBC Universal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.  Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks.  NBC Universal is 80%-owned by General Electric, with 20% owned by Vivendi.

CONTACT:

Kori Bernards

818.777.7216/kori.bernards@nbcuni.com

Sarah Stabile

212.206.9073/sarah@hi-impactcommunications.com

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