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Top 10 spirits marketing campaigns in July 2016

Bourbon and burgers, a Colombian documentary and celebrity golfers galore rocked last month’s spirits marketing campaigns.

Take a look at our pick of the top 10 marketing campaigns launched in July 2016

Last month Hendrick’s launched a campaign to help ease commuter frustrations with public transport – unveiling a quirky cucumber-themed double decker bus, while Highland Park signalled the start of summer with a unique Midsummer Solstice party.

Casamigo’s Tequila brand owners George Clooney and Rande Gerber took a trip to Mexico to visit their Jalisco-based distillery, and not one but two brands put celebrities’ putting skills to the test with a selection of golf tournaments.

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

Glenmorangie

Scotch whisky brand Glenmorangie was in a golfing mood at the 145th Open at Royal Troon in July, hosting a putting challenge at the Glenmorangie House Bar.

The task attracted footballers Alan Shearer and Martin Keown, Harry Potter actors Oliver and James Phelps, and brand ambassador Tony Jacklin.

The challenge was staged ahead of the announcement of the winner of Glenmorangie’s “greatest open finish of all time”, the recipient of which is yet to be revealed.

Hendrick’s

Hendrick’s launched a campaign to help ease commuter frustrations with public transport and unveiled its quirky double decker bus, H.E.R.B.E.R.T. – or Hendrick’s Extraordinary Roving Bus for Exceptionally Refined Travel.

The bus transported weary Londoners around the city, with eccentric hosts on board to entertain and reinvigorate passengers. Signature serves of Hendrick’s and Tonic with a slice of cucumber, cocktails and cucumber macaroons were provided to passengers.

Hypnotiq Liqueur

Hpnotiq Liqueur has launched the second phase of its #SINCE2001 campaign, partnering with rapper 2 Chainz and appearing in his latest music video.

The Heaven Hill Brands-owned blue liqueur is shown in the Not Invited video which launched mid-July on Hpnotiq’s Instagram account. The video is set in a 2001 hip-hop party, filmed from the point of view of the rapper’s French bulldog, Trappy.

“Hpnotiq is a brand renowned for creating a lifestyle and cultivating a celebrity following that defined the early 2000s,” said Hpnotiq senior brand manager Brittany Capito. “That same pop culture phenomenon from 2001 is encapsulated in the iconic bright blue bottle today.

“We’re excited to usher in the next phase of Hpnotiq with high caliber roster additions to the #SINCE2001 campaign.”

Jim Beam

Jim Beam is running an American-themed ‘Bourbon and Burger’ campaign in the UK on-trade throughout July and August to encourage bars to invest in the rise of American dining in the UK.

“We’ve developed this Jim Beam summer activation to reflect the increasing popularity of American-style summer events in the on-trade calendar,” said Janice McIntosh, Maxxium UK marketing controller for imported whiskey.

Customers who purchase four or more Jim Beam bottles will receive a Stars and Stripes pack to turn their bar into an American-style diner to offer a ‘Bourbon and Burger’ experience.

Highland Park

Highland Park Single Malt Scotch Whisky has hosted an event at Dalston Roof Park in London to mark the official start of summer.

With the narrative of Highland Park deeply rooted in Nordic traditions, the brand devoted proceedings to Midsummer Solstice, when the evenings are at their longest.

Hosted by global brand ambassador Martin Markvardsen, activities included torch-lit whisky tastings, Highland Park infused cocktails, Nordic inspired-food and live music from DJ Eelke Kleijn and acoustic band Slow Club.

The festivities were broadcast live on Highland Park’s Facebook page, with more than 6,500 fans tuning in to watch.

Casamigo’s Tequila

Casamigo’s Tequila brand owners George Clooney and Rande Gerber have taken their annual trip to Mexico to visit their Casamigos distillery in Jalisco.

The pair travelled to the distillery by motorcycle, documenting the their journey. Footage shows the duo riding through agave fields, talking with jimadors and walking through the distillery, sampling the Tequila.

The resulting assets will be used in Casamigos promotional activity as the brand continues its international expansion.

Johnnie Walker

Johnnie Walker Scotch whisky has created a new documentary, Keep Walking Colombia, in association with Bogotá’s Museum of Modern Art. The film charts the stories of five Colombians as they prepare to take part in the creation of a nude photograph by artist Spencer Tunick. The film was released on 20 July, Colombia’s Independence Day.

Daniel Leahy, global content director at Johnnie Walker, said: “We have facilitated the production of this documentary so that the inspirational stories of the Colombian people can be seen and heard by a wider audience.”

More than 6,000 people from all sides of the Colombian civil war posed nude at Bolívar Square, Bogotá, to make a stand for peace in Tunick’s unifying art installation.

“Keep Walking Colombia tells the stories of five Colombians who, despite their history of conflict, believe in a better tomorrow,” added Leahy.

Buffalo Trace

Sazerac-owned Buffalo Trace is to bring a ‘Wild West’ vibe to the Edinburgh Festival with a series of interactive film screenings at The High Noon Theatre & Saloon.

Held at the Lucky Liquor bar on Queen Street from 8-14 August, the festival will bring an added dimension to a range of western films. Guests will be encouraged to come along in costume, and will be greeted by actors in full western gear.

Screenings of classic westerns will include The Magnificent Seven and The Good, The Bad & The Ugly, cult comedy Blazing Saddles, and acclaimed Quentin Tarantino film The Hateful Eight.

During the screenings, the actors will interact with the films, when authentic Buffalo Trace cocktails will be served to the audience.

Each £15 ticket includes two cocktails, Bourbon samples and popcorn during the screening, while the western theme will continue with saloon-style service in the bar afterwards.

901 Tequila

901 Tequila was the official Tequila of the American Century Championship golf tournament, which featured 80 sports and entertainment celebrities.

Held from 19-24 July, the likes of 901 Tequila founder Justin Timberlake and retired basketball player Charles Barkley headed to Lake Tahoe to take part in the event.

As part of the sponsorship, officials created a 901 Tequila Bar at the 14th hole. The brand was also featured at Wednesday and Saturday evening parties.

The stars were competing for a US$600,000 prize, raising funds for a number of charities. For the second year running, retired baseball player Mark Mulder won the top prize.

Bulbash

Vodka brand Bulbash has partnered with instant messaging app Viber to launch special Belarusian-language stickers for users. The stickers give Viber users fun and colourful way to express themselves in conversation and aim to reflect the character and the mood of the Bulbash brand.

Alina Zhuk, brand manager for the Baltic region, said: “We like to share our emotions with our consumers not only offline but also online. We chose to co-operate with Viber because of its Belarus roots, as Bulbash is also from Belarus.

“We are aiming mostly at young consumers, it is not a secret that they are active users of apps and mobile devices and they live ‘online’.

“The partnership reflects what we would like to be associated with in consumer’s heads – joyful, fun emotions that you can share with friends.”

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