Top 10 spirits marketing campaigns in April 2016

Whether it’s emulating the French Riviera or helping consumers calculate their online carbon footprint, spirits brands pushed out all the stops in our latest marketing roundup.

Grey Goose features in the top 10 marketing campaign launched in April 2016

Fever-Tree collaborated with charity Malaria No More UK to highlight global efforts being made to control the potentially fatal disease, while Moet Hennessy continued its support of the first round-the-world-flight powered solely by solar energy.

Jägermeister teamed up with Casablanca Records to develop original video content, music videos and remixes for a selection of music artists, and Sailor Jerry Spiced Rum conducted a survey to determine how consumers’ views regarding tattoos have changed over the years.

Click through to the following pages for the top 10 marketing campaigns launched in April 2016. 

Jägermeister

German herbal liqueur Jägermeister has teamed up with Casablanca Records in the brand’s latest musical campaign. The partnership will feature artists such as Seven Lions, Prince Fox and Gazzo in an effort to develop “immersive engagement opportunities” at various events throughout 2016. Jägermeister will also work with Casablanca Records as part of its integrated Electronic Dance Music (EDM) festival programme with Live Nation and the hosting of exclusive Stag’s Club influencer events, digital, social media and PR activations.

Langley’s Gin

Langley’s Gin quenched consumers’ thirst at The Lakeside VIP Bar at the 2016 Badminton Horse Trials in Gloucestershire, UK, this month. Visitors to the VIP enclosure were served signature Langley’s G&B drinks made with the brand’s flagship No.8 expression, alongside an array of classic gin drinks and spirits brands. During the evenings, Langley’s provided post-event entertainment for visitors. 

Moet Hennessy

Moet Hennessy, the wine and spirits division of LVMH, has reiterated its support for Solar Impulse and endeavour to be part of the first round-the-world-flight powered solely by solar energy. As official partner of the project, Moet Hennessy hopes to raise awareness of the potential of renewable energy sources and reaffirm its environmental policy covering seven focal points: sustainable agriculture, energy, water and effluents, waste and recycling, ecological design, a green supply chain and choosing responsible providers. The group is also host partner of the Mission Control Center in Monaco, where engineers, scientists and meteorologists oversee the project – a centre that was first founded by Sovereign Prince Albert II of Monaco.

Grey Goose

Grey Goose has revealed a series of “extraordinary experiences” for summer 2016, comprising pop-ups, a new signature serve and an above-the-line campaign. The Bacardi-owned brand will host Boulangerie Bleue pop-ups in 20 cities across North America and Europe over the course of five months. Through collaborations with local chefs, the concept space will offer brunch, lunch, dinner and drinks in an effort to emulate the ambience of the French Riviera. In addition, Grey Goose has developed a new signature serve, called Grey Goose Le Grand Fizz – a summer twist on the Grey Goose Le Fizz long serve made with Grey Goose, St Germain Elderflower Liqueur, lime and soda water. The cocktail will be promoted through the on-trade in key markets and served at “celebratory moments”, such as the Cannes Film Festival.

Sailor Jerry

To coincide with the National Tattoo Convention in Orlando, US, last month, Sailor Jerry Spiced Rum conducted a survey to determine how consumers’ views regarding tattoos have changed over the years. Norman ‘Sailor Jerry’ Collins, an American tattoo artist and inspiration for Sailor Jerry Spiced Rum, collaborated with Wakefield Research on an independent survey, titled the Sailor Jerry Spiced Rum Survey. A total of 1,000 “nationally representative” US adults aged over 21 took part in the survey, which found 82% of Americans believe having a tattoo is no longer “rebellious”, but a statement of individual expression. Furthermore, the survey showed 42% of Americans think a tattoo says more about a person than their social media profile, and 61% of those with a tattoo were in agreement. Also, 34% of Americans, including 73% with a tattoo, believe a tattoo would be a more meaningful documentation of important times in their life than a diary.

William Grant & Sons

William Grant & Sons has appointed Rokkan to lead its digitally-led creative for the brand’s core portfolio of premium spirits in the US. Rokkan will be tasked with overseeing spirits including Glenfiddich, The Balvenie, Tullamore D.E.W. Irish Whiskey, Hendrick’s Gin, Milagro Tequila and Sailor Jerry Spiced Rum. William Grant first awarded Rokkan creative leadership in December 2015 to market Glenfiddich Single Malt Scotch Whisky’s 14 Year Old Bourbon Barrel Reserve. “With William Grant & Sons, we’ve found a like-mindedness in how we see the role of digital transforming the way we connect people and brand,” commented John Noe, co-founder of Rokkan. “We’re honoured and thrilled to be their partner in this journey.”

Fever-Tree

Premium mixer Fever-Tree has launched limited edition bottles of its four top tonic waters as part of a collaboration with Malaria No More UK. The partnership aims to highlight global efforts being made to control the potentially fatal disease. As such, Fever-Tree has pledged to donate 10p from every sale of the limited edition bottles to the charity, which are available in Waitrose, Sainsbury’s and Tesco stores nationwide. Furthermore, Fever-Tree opened a one-off pop-up bar in Finsbury Avenue Square, London, on 27 April – shortly after World Malaria Day on 25 April – which donated all proceeds to the charity.

Greenall’s London Dry Gin

Greenall’s London Dry Gin has released three horse race-themed bottle designs to celebrate the brand’s ongoing sponsorship of The Jockey Club. The promotion from Quintessential Brands, owner of Greenall’s Gin, is part of the brand’s on-going ‘Good Times at the Races’ marketing campaign that first launched in 2015. There are 42,000 tickets available as a result of Greenall’s three-year sponsorship deal with The Jockey Club, which will provide winners with entry to events including the Investec Epsom Derby. Greenall’s neck tags will be available on 700ml and 1L bottles from 1 May until 24 August in stores throughout the UK including Tescos. Each tag has a unique code that can be entered into the competition at www.greenallsgoodtimes.co.uk.

Johnnie Walker

Johnnie Walker Scotch whisky has released a new plug-in that helps users calculate their online carbon footprint. The Diageo-owned brand partnered with Earth Day Network to launch the Earth Mode plug-in for Google’s Chrome browser ahead of Earth Day on 22 April. It comes after research by Carbon Analytics showed the average online user consumes 130kg of carbon a year, which is equal to driving 740km in a car. Designed to inspire consumers to think about their energy efficiency on a day-to-day basis, the plug-in measures online usage over four weeks and then calculates annual energy consumption. To offset the energy consumption, Johnnie Walker will plant up to 75,000 trees as part of Earth Day Network’s ‘Canopy Project’, which has planted more than three million trees since 2011 in areas in need of reforestation, including East Africa.

Pinkster Gin

Pinkster Gin has partnered with Benefit Cosmetics to offer an experiential marketing initiative on board a docked ship in the London.

Titled The Good Ship Benefit, the experience takes place in a three-storey “beauty and entertainment destination” on-board the RS Hispaniola, which is docked at Victoria Embankment in London. First launched in April, the experience will run for five months and serve Pinkster gin and tonics alongside a specially created Pink Lady Champagne cocktail in the Pinkton Gin Parlour.