Malibu and Sauza Hit the High Seas with Carnival Cruise Lines

Two Allied Domecq brands have partnered with Carnival Cruise Lines for a high-seas promotion filled with giveaways and pool parties.

The promotions, from Malibu's flavored rum brands and Sauza tequila, target passengers on cruises aboard Carnival's Fun Ship Fascination through Nov. 21.

Malibu will sponsor "Sail Away" parties as the cruise departs various ports and "Seriously Easy Going" pool parties as the ship sails the seas. Malibu will feature its mango, pineapple and passion fruit brands through games, karaoke nights and promotional pricing on the ship's duty-free shop.

Fun recipies and giveaways frame Malibu and Sauza on-baord promo

Sauza takes on an onboard program, "Sauza Tequila Academy," to teach drinking age cruisers about the brand and offers a host of specialty cocktail recipes passengers can use at home. Branded backpacks and other items will be used as giveaways. Sauza will sponsor the "Sail Away" party when the cruise departs Cozumel, Mexico.

Some 10,000 branded T-shirts will be handed out.

An onboard sweepstakes ties to the promotion offering a chance to win a Carnival cruise for two.

"The Carnival promotion is a great opportunity for Sauza and Malibu to reach target consumers in an environment where they are seeking new brands and experiences," said Mike Soskin, marketing director duty free for Allied Domecq. "Tying in with the world's most popular cruise line is also consistent with the high-end images of our premium spirits.

The Fascination operates three-day cruises to Nassau, Bahamas and four-day trips to Key West, FL, and Cozumel, Mexico from Miami.

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