Top 10 spirits marketing campaigns in May 2016

Our latest pick of innovative spirits industry marketing drives features reality television stars, Absolutely Fabulous-themed cocktails and vintage motorcycles decorated as cucumbers.

Hendrick’s features in the top 10 marketing campaign launched in May 2016

Last month Martini named its official 2016 Martini race photographer, who will be tasked with capturing the “unique identity, style and culture” of each Grand Prix city.

Meanwhile, Auchentoshan American Oak officially made its Australian debut, supported by its new on-trade campaign, ‘Distilled Different’.

Brands also employed their charitable side: Leblon Cachaça embarked upon a three-month international fundraising ‘Road Trip to Rio’ tour, and Sailor Jerry supported US military members with a series of events.

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

Hendrick’s UK

Hendrick’s UK launched new on-trade campaign, ‘Cucumber Couriers’, to generate greater awareness of the Hendrick’s and tonic serve garnished with a cucumber. Travelling up and down the UK in sidecars on vintage motorbikes that have been decorated to resemble cucumbers, brand ambassadors will stop off at key cities including London, Leeds, Nottingham, Leicester and Loughborough. Each ambassador has been trusted to “theatrically” remind bartenders how to garnish the signature Hendrick’s serve with three wafer thin slices of cucumber. Bartenders can also access an online, interactive, video- based training site that details the “correct components” needed to create the “perfect” Hendrick’s serve.

Martini

Martini named model Alice Dellal as the official 2016 Martini race photographer for this year’s Grand Prix season. Dellal will be in charge of photographing the Martini lifestyle on and off the track and the “unique identity, style and culture” of each race city. She will also feature in projects with Williams Martini Racing drivers Felipe Massa and Valtteri Bottas.

Auchentoshan American Oak

Scotch whisky brand Auchentoshan American Oak officially made its Australian debut, supported by a new on-trade campaign called ‘Distilled Different’. Led by Beam Suntory and Coca-Cola Amatil, the campaign asks bar teams to create an original cocktail that reflects the personality of both the team and the whisky. Entries will be whittled down to 12 teams that will be paired with an up-and-coming Australian photographer chosen by talent agency Art Pharmacy Consulting, which will be responsible for capturing the “personality and essence of each team” on camera. The photos will be exhibited nationally for media and members of the public before one group is named Auchentoshan Distilled Different Bar Team of the Year and rewarded with a trip to Glasgow.

Stolichnaya Vodka

Stolichnaya Vodka partnered with Fox Searchlight Pictures for the launch of Absolutely Fabulous: The Movie, the feature film of the iconic British television show. A range of Stolichnaya Vodka cocktails inspired by iconic characters Eddie and Patsy will be available in selected on-trade accounts across the UK. The brand will also host a themed hub in London’s Soho, complete with bespoke glassware, a photo booth, and branded POS to encourage content sharing across social media channels. The hub will host a number of dedicated events in the run up to and during the nationwide release of the film, which hit cinemas on 1 July.

Bevy

London’s “first” alcohol delivery service Bevy appointed Made in Chelsea’s ‘reality’ TV stars Jamie Laing and Alex Mytton as brand ambassadors. The duo will make appearances at company events, market the brand through a series of stunts and promotions and even provide surprise deliveries to customers in person. Bevy is an app-based on-demand alcohol delivery service that supplies late night orders at local store prices, offering “impulse” goods, including alcohol, tobacco and snacks from 5pm to 5am across London.

Fireball

Fireball is set to travel on its first ‘Fuelling The Fire’ tour supporting punk, ska, reggae and roots music from an international array of bands. The tour will coincide with the new uni year and the run-up to the Christmas party season to give Fireball “a high profile at a key time for spirits sales”. The eight-date tour is due to kick off in October 2016 and will be presented by Academy Events in association with the whisky-based liqueur.

Glenmorangie

Glenmorangie is inviting members of the public to vote for their “greatest finish” to The British Open golf tournament. Titled “The Open’s Greatest Finishes”, a shortlist of 10 great finishes has been compiled by golf experts. Fans can pick their favourites by visiting Glenmorangie.com and the winner will be announced at this year’s Championship event, set to take place on Saturday 16 July. Glenmorangie also announced Justin Rose, pictured, as a new golf ambassador.

Leblon Cachaça

Bacardi-owned Leblon Cachaça embarked upon a three-month international ‘Road Trip to Rio’ tour across the US, Europe and Brazil. Travelling in the Leblon CaipiMoblie, the campaign aims to raise US$50,000 for the Developing Minds Foundation, which supports education in Rocinha and City of God, two of Rio de Janeiro’s biggest favelas. The campaign will visit more than 70 cities from May to August 2016 ahead of the Rio Olympic Games.

Sailor Jerry Spiced Rum

Sailor Jerry Spiced Rum teamed up with Fleet Week New York last month in support of US military members. The brand took part in several events and hosted its own, such as the Sailor Jerry ‘Block Party’, which featured Sailor Jerry Spiced Rum cocktails, an outdoor concert and special appearance by actor Norman Reedus, who led a toast to troops. The brand hoped the partnership would raise awareness of the Norman Collins Initiative at The Aleethia Foundation – a military charity that supports wounded, injured and ill service members.

Danzka vodka

Waldemar Behn-owned vodka Danzka launched a new communication platform at the TFWA Asia Pacific Exhibition & Conference, called ‘Designed to Chill’. The new campaign aims to highlight the “true and core values of Danzka”, namely the aluminium bottle, which cools faster than glass, and the brand’s Danish roots, design and lifestyle. The platform works to promote the message that “Danzka is the perfect brand to chill with” and has been created to be visually pleasing and closely connected to Danzka’s premium taste.