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Top 10 spirits marketing campaigns in February 2017

Last month Diageo and rapper Snoop Dogg appointed 10 key Tanqueray “influencers”, Label 5 helped people across the globe share a virtual drink, and Laphroaig rolled out the next chapter of its #OpinionsWelcome campaign.

In February, Diageo and rapper Snoop Dogg appointed 10 key Tanqueray “influencers”

Elsewhere, Victoria’s Secret model Alessandra Ambrósio starred in Cîroc vodka’s latest campaign, and The Lakes Distillery took to the stage with the English National Ballet.

Meanwhile, Young’s Pubs and Geronimo Inns educated its customers on world whisky, and Ardbeg joined forces with Premiership Rugby to present the Man of the Match at each game this season.

Click through to the following pages for the top 10 marketing campaigns launched in February 2017.

Cîroc

Diageo recruited Victoria’s Secret model Alessandra Ambrósio for Cîroc vodka’s On Arrival campaign, created in celebration of life’s “biggest” moments.

“Exclusive moments” with Ambrósio will be shared across Cîroc social media platforms throughout the year, giving fans access to her arrivals at party destinations and cultural events.

The Brazilian supermodel will also star in the brand’s latest photography campaign, shot by Cîroc global creative partner and famed photographer Mario Testino.

A series of three never-seen-before images will be released during the year, supported with behind-the-scenes content.

The first image reveals the supermodel’s backstage preparations in hair and make-up as she prepares to celebrate at one of the hottest parties in the world.

Louis XIII Cognac

Louis XIII Cognac partnered with the London private members’ institution the Devonshire Club to unveil a wall of curated and bespoke luxury cabinets.

Priced at £4,000, and with only 12 individual cabinets available for members to purchase, each Louis XIII cabinet has been filled with an expertly engraved 70cl crystal decanter of Louis XIII Cognac, four crystal glasses, a pipette and personalised plaque.

Upon acquiring their individual cabinet, every new owner will be gifted with a personalised key and will be able to use it during each visit to the Devonshire Club with friends, family or colleagues.

Label 5

La Martiniquaise-owned blended Scotch whisky brand Label 5 has launched an international digital campaign that allows consumers to share a virtual drink with people around the globe.

The campaign, called ‘High 5: Say Cheers to the World’, allows participants to upload a selfie showing them holding a glass of Label 5 to a dedicated High 5 website.

After randomly selecting a second consumer from another country, the website crops the two pictures together to depict a toast.

Evan Williams Bourbon

As an official sponsor of the Kentucky Derby Festival, the Evan Williams Bourbon Experience unveiled a special-edition bottle of 2009 Evan Williams Single Barrel Vintage Bourbon to mark 2017’s event.

Dipped in gold wax with a commemorative badge sealed on the cap, the bottle features a special face label and includes a 2017 Pegasus Pin – a badge granting access to festival events – in an envelope attached to each bottle.

The 2009 vintage marks both the 62nd Kentucky Derby Festival and 45th Pegasus Pin anniversary.

Ardbeg

Ardbeg joined forces with Premiership Rugby to present the 2016-17 Anglo-Welsh Cup Man of the Match at each game this season.

At the end of each Anglo-Welsh Cup match, the best-performing player chosen as the Man of the Match will be awarded with a bottle of Ardbeg 10 Years Old Single Malt Whisky.

Following each game, broadcast live on BT Sport, the highlights showcasing the Man of the Match will be shared via Premiership Rugby’s and Ardbeg’s digital channels and social media platforms across the participating clubs and players.

Ardbeg will also have a presence during other key events in the Premiership Rugby calendar.

Tanqueray

Diageo and rapper Snoop Dogg appointed 10 key “influencers” to enhance the presence of Tanqueray gin in the US.

‘The Tanqueray Ten’ have been selected under a new partnership between Tanqueray and hip-hop star Snoop Dogg, who acts as brand ambassador for the London dry gin brand.

The famed rapper has curated a group of 10 people from the music, film, art, tech, business and fashion industries to provide marketing content for Tanqueray and to attend special events.

The group of creatives consists of producer and songwriter Ty Dolla $ign; actor Terrence J; artist and rapper STIX; photographer Aris Jerome; photographer Marcus Hyde; jewellery and fashion designer Melody Ehsani; celebrity stylist Ugo Mozie; visual a5rtist Devin Troy Strother; recording artist Lalah Hathaway; and singer-songwriter October London.

Young’s Pubs and Geronimo Inns

British hospitality group Young’s Pubs and Geronimo Inns launched a new campaign aimed at educating its customers on world whisky.

The group’s three-month Whisky Tide campaign aims to introduce customers to the collection of whiskies available across its estate through a series of trade-to-consumer events and tasting sessions.

The campaign splits consumers into two groups – Confident Explorers and those with Finer Tastes.
Brands that are taking part in the Confident Explorer category include Hibiki Japanese Harmony, Bulleit Bourbon, Hudson Bourbon and Auchentoshan Scotch whisky.

The Finer Tastes category will be supported by Scotch brands such as The Naked Grouse, Talisker and Glenfiddich.

Laphroaig

As part of Laphroaig’s #OpinionsWelcome campaign, the single malt brand unveiled a bespoke label printing app that enables consumers to personalise a bottle of the brand’s Scotch whisky.

The Laphroaig label printing tool will be available at selected trade and consumer events in key markets across the globe, encouraging consumers to print their “bold” opinions about the whisky across the bottle.

The tool is presented alongside the ongoing #OpinionsWelcome social media campaign,
which recently saw the public’s opinions of Laphroaig displayed on its distillery wall through a live Twitter projection feed.

Bespoke printed labels take these distinctive descriptions of the Scotch whisky offline, creating a tangible product that reflects consumers’ personal opinions of the liquid.

Buyers are encouraged to tweet a picture of their personalised label using the campaign hashtag.

Scotch Whisky Association and Scottish Craft Distillers Association

Trade groups the Scotch Whisky Association (SWA) and Scottish Craft Distillers Association (SCDA) launched a partnership in recognition of Scotland’s “new wave of smaller distilleries”.

Both groups have signed a memorandum of understanding to “support the continued success of the entire Scotch whisky industry and its supply chain”, at the same time retaining their own memberships.

The agreement is said to recognise the “record expansion” of the industry, which is experiencing investment from companies “of all sizes”.

Fourteen new Scotch whisky distilleries have started production since 2013, with a further eight set to open this year.

The Lakes Distillery

Cumbia-based The Lakes Distillery partnered with the English National Ballet (ENB) as it seeks to boost its credentials as a “quintessentially British brand”.

As part of the partnership, The Lakes Distillery will have a corporate presence at the ENB’s annual Spring Gala, joining the likes of Chanel and make-up brand MAC.

Held at the Dorchester Hotel on Park Lane, the London- based event aims to make ballet more accessible and features a Champagne reception as well as exclusive ENB performances.

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