Top 10 spirits marketing campaigns in February 2016

Beefeater Gin partnered with the bassist from rock band Blur, Alex James, to celebrate the launch of its new cask-rested variant, Beefeater Burrough’s Reserve Edition 2, which is aged in hand-selected red and white Bordeaux wine casks. The new release follows the first edition’s launch in 2013 and was crafted by master distiller Desmond Payne. To mark the occasion, Beefeater hosted an event at Club Del Matador in Madrid in association with James, who has also created his own range of cheeses at his Cotwolds farm, which were paired with the gin. Beefeater Burrough’s Reserve Edition 2 is described as having flavours of “juniper-led spice, soft hints of oak, dried fruits and liquorice”.

Jameson Irish whiskey launched a new campaign to support the launch of its fifth annual limited edition St Patrick’s Day bottle design, featuring artwork inspired by the bridges crossing the River Liffey in Dublin. The #BeOriginal social media campaign is running in 12 markets in the lead up to St Patrick’s Day on 17 March, with fans encouraged to share their “original and authentic” St Patrick’s Day celebrations on Facebook, Twitter and Instagram for the chance to win a trip to Dublin. #BeOriginal is supported by a range of POS and promotional materials available for the on- trade, off-trade, travel retail and e-commerce channels, which will include tent cards, furniture, pallet wraps, gondola ends, shelf strips and Jameson editions of popular bar games.

American Beverage Marketers and Reàl Cocktail Ingredients have signed an agreement to become the official sponsor of the European Bartender School (EBS). EBS has been training bartenders for more than 15 years and has seen more than 40,000 students complete the training. ABM said in a statement: “As we grow and introduce the brand to new customers, importers and bartenders, EBS serves as a perfect platform to educate about our brands and create future brand loyalists. The EBS continues to offer a unique opportunity to those around the world who want to build an exciting career, meet new people and have fun in a learning and exciting environment.”

Malibu launched a digital marketing strategy to support the launch of its latest flavour innovation, Malibu Pineapple Upside Down Cake, which joins the the Malibu Sensations portfolio. Malibu hopes to raise the profile of the new flavour variant among existing fans through digital media, public relations activations and Malibu’s social media platforms. In addition, POS materials and in-store sampling in key markets will be used to trial and raise awareness of the latest flavour among new consumers at select retailers throughout the US. “Malibu Sensations has grown significantly and is outperforming confectionery flavour trends, while pineapple flavoured spirits are also experiencing a growth in popularity,” said Jennifer Gordon, brand director for Malibu.

Casa Noble Tequila

US drinks producer Constellation Brands launched a multi-million dollar campaign to relaunch Casa Noble Tequila, focusing on the theme of ‘The Noble Pursuit’. The campaign, which marks the biggest investment in the brand’s history to date, celebrates Casa Noble’s “rich history of Tequila makers, uncompromising dedication to quality, and passion for crafting a superior Tequila”.The Noble Pursuit campaign will be supported with primary and secondary packaging to improve visibility at retail, as well as a new digital and social media advertising campaign, an updated website, and enhanced point-of-sale materials. Constellation will also explore cross-promotional opportunities with its Mexican beer brands – for example, throughout April Casa Noble will be featured alongside Corona Extra in a national TV slot, and in point-of-sale materials for Cinco de Mayo promotion.

Cîroc Apple

Ultra-premium vodka brand Cîroc launched a new commercial last month in an advertising push for its most recent flavour variant, Apple. The advert features the song Love and Happiness, performed by eight-time Grammy award winner, Al Green. It was broadcast throughout February on numerous TV stations, designed to bring the brand’s “freshest variant” to life. February was a particularly busy month for Cîroc as the vodka label also returned as the official spirit sponsor of the 58th annual Grammy Awards.

The Balvenie

The Balvenie recruited the talents of award-winning chef Michel Roux Jr to release a series of six short films exploring craftsmanship.

The Craftsmen’s Dinner depicts the two-Michelin starred chef meeting and discussing the skills of five craftspeople: one of the few remaining knife-makers in the UK, a music-loving salmon smoker, an organic farmer, a potter and a sparkling wine producer. The films end with Roux Jr preparing a ‘craftsmen’s dinner’ for guests using contributions from each artist to create a menu, including the smoked salmon, with the food served on the potter’s handmade plates. Each film will be released on The Craftsmen’s Dinner YouTube channel.

Passport Scotch

Chivas Brothers targeted millennials with a new Passport Scotch campaign, named ‘your Passport to a new world’. The above the line campaign was designed to communicate the “free spirited, colourful and approachable” personality of Passport Scotch whisky, and launched in the brand’s key markets of Angola, Mexico and Brazil. The TV advert follows a group of millennial friends on a journey, starting in a house and moving through to “increasingly aspirational bars” before ending in a nightclub. Mark Thorne, global brand director for Passport at Chivas Brothers, said: “We are extremely proud of the success that Passport has achieved to date and are excited to see how the campaign helps to further spread the word on Scotch.”

Cointreau

La Maison Cointreau partnered with actress Laetitia Casta to officially launch the UK Cointreau Creative Crew £20,000 Grant Scheme as part of a global “philanthropist programme” to support creative individuals. While the grant scheme is open to people of all genders, Casta said she embarked on the campaign to “inspire women to dare to be themselves” by fulfilling their dreams. The ‘Dream, Dare, Create’ scheme will award one UK entrepreneur the cash prize to put towards a creative project, and is open to people working in any field, including cocktails, food, art, music, design and film. Casta appointed a “creative committee of experts” to judge the first round of the competition by choosing 10 finalists from online applicants, as well as a wider judging committee comprising an array of creative people. The Cointreau Creative Crew Grant Scheme Grand Finale will take place on 24 May 2016 in Central London.

Jägermeister

The brand partnered with Live Nation to launch the brand’s “largest” event marketing initiative yet – an integrated Electronic Dance Music (EDM) festival programme. The EDM initiative will target consumers aged 21-24 and will strive to “foster true appreciation” for the brand. This is the largest EDM programme Jägermeister has ever been involved with. The firm will also be the official liqueur sponsor of six summer festivals, including Electric Daisy Carnival (EDC), in Las Vegas and New York, and Hard Summer in Los Angeles. The brand will offer custom-built, event-driven activations at each festival with craft cocktails, DJ performances, a viewing deck and “unique surprises”. Marcus Thieme, chief marketing officer at Sidney Frank Importing Company, said: “Consumers attending these six dance music festivals will be able to experience Jägermeister like never before.”