• April 6, 2009

Skyy Spirits' X-Rated Fusion Liqueur will be promoted as the "au naturel" (meaning no mixers required) choice for summer drinks via an on-premise and in-store campaign.

The campaign seeks to convey that the liqueur -- which combines French vodka and blood orange, mango and passion fruit -- "delivers a vibrant, exotic taste" neat or on the rocks, without the need for high-calorie mixers, said Brand Manager Julie Galbraith.

Beginning in mid-May and running through Labor Day, the brand will distribute posters, bartender recipe books, tube tops, beach balls and cosmetics kits in restaurants, bars and nightclubs in markets including Atlanta, Chicago, Dallas, Denver, Detroit, Houston, Los Angeles, Milwaukee, San Diego and San Francisco.

In stores, X-Rated Fusion will provide sampling kits promoting trial and purchase that include mail-in rebate offers, T-shirts, beach balls, ice buckets, recipe books, manicure/pedicure accessories and temporary tattoos. --Karlene Lukovitz