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Top 10 spirits marketing campaigns in March 2017

In our latest marketing round-up Glen Grant asked whisky lovers to ‘dram in the dark’, Bundaberg Rum celebrated Australian spirit, and Smirnoff set out plans to double the number of female headliners in electronic music by 2020.

Last month Smirnoff set out plans to double the number of female headliners in electronic music by 2020

In music news, Proximo Spirits unveiled a new campaign for 1800 Tequila that aims to “redefine masculinity”, featuring music from America’s Chance the Rapper, while Belvedere vodka partnered with Vice’s music channel, for a new “experiential” campaign that aims to inspire music fans to discover new artists, featuring American singer-songwriter Jhené Aiko.

In the sports sector, Halewood Wines & Spirits entered into a partnership with Liverpool Football Club, Tanduay rum signed a multi-year partnership to become the official rum sponsor of US basketball team the Brooklyn Nets, and Spirit Of Harrogate’s Slingsby brand was named the official gin and vodka of rugby union team British and Irish Lions for the upcoming tour of New Zealand.

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

Bundaberg Rum

Diageo Australia recruited The Dressmaker actor Gyton Grantley to star in Bundaberg Rum’s new AU$20 million marketing campaign, called Unmistakably Ours.

The campaign celebrates everything that makes the country “brilliantly unique” and aims to “reinvigorate love and pride” for the Australian spirit.

The advert features the Australian star in a Mardi Gras scene and cameos from Olympic medalist Anna Meares and surfer Julian Wilson, before culminating with the Bundaberg Rum team outside the Queensland distillery.

The launch of Unmistakably Ours is the latest phase in the “evolution” of the Bundaberg Rum brand that includes a packaging refresh across the core range in October last year.

Stolichnaya Vodka

Stolichnaya Vodka unveiled its first US television commercial in seven years as part of the brand’s multimedia marketing campaign, The Vodka.

The new television spot uses a montage to celebrate the brand’s heritage. The 30-second advertisement will run during live sports and late night shows in target markets with national digital distribution and premium full-episode players.

“As part of our largest multimedia campaign to date, we are excited to launch this television campaign to drive awareness and connect with millions of millennial consumers,” said Russell Pareti, US brand director, Stoli Vodka. “This is the first time we’re advertising our birth year –1938.”

In addition to the campaign, the brand was also named the official vodka of the 2017 Burton US Snowboarding Championships, held in Vail, Colorado from 27 February to 4 March. Continuing the partnership, Stoli will pour cocktails during events hosted by Burton at its flagship store locations in the US.

Glen Grant

Scotch brand Glen Grant partnered with retailer The Whisky Exchange to encourage drinkers to switch off the lights and ‘dram in the dark’ for Earth Hour, the World Wildlife Fund initiative, on 25 March.

Each year people around the world pledge to switch off their lights for one hour from 20:30-21:30 local time to highlight the need for action on climate change.

For 2017, Glen Grant and The Whisky Exchange teamed up for a number of awareness and fundraising activities; asking drinkers to share their #DramInTheDark images and climate change messages on social media, and donating £3 (US$3.70) to the Earth Hour campaign for every bottle of Glen Grant sold through The Whisky Exchange in March.

Sukhinder Singh, The Whisky Exchange, co-founder, said: “There is little we enjoy more than organising unique events that teach our customers about whisky in a novel way. Being able to do this while raising money for Earth Hour is a great bonus.”

Liverpool Vodka

Halewood Wines & Spirits entered into a partnership with Liverpool Football Club, which will see its Liverpool Vodka brand made available at the Anfield stadium.

The deal, which is set to run until 2020, was struck as Halewood seeks to bolster exports and increase brand recognition.

As part of the initial agreement, Halewood’s Liverpool Vodka and Liverpool Gin will be available at Anfield and in the club’s store.

To mark the start of the agreement, Halewood and Liverpool FC invited 10 fans from the official supporters clubs on a gin journey around the city. Former Liverpool FC players Robbie Fowler (above), John Aldridge and Gary McAllister were waiting en route to surprise them with cocktails.

“Halewood has grown up in Liverpool, we’re proud to be here and want to use our growing high-quality spirits portfolio, alongside one of the world’s best football teams, to put an even brighter spotlight on the city,” said Stewart Hainsworth, group CEO, Halewood Wines and Spirits.

Pendleton Whisky

American pop rock band Maroon 5 is set to headline the second annual Pendleton Whisky Music Festival, held in Pendleton, Oregon.

The three-time Grammy award-winning band will play at the festival sponsored by Pendleton Whisky on Saturday 15 July at the Pendleton Round-Up Grounds.

“Pendleton Whisky has always been synonymous with a good time,” said Tia Bledsoe, vice president of marketing, Hood River Distillers. “Which is why it made perfect sense to host an upbeat music festival that matches the spirit of the Round-Up.”

“Doug and I are thrilled to once again hold the Pendleton Whisky Music Fest in a venue with such rich history,” said organiser Andy McAnally. “We are so glad the community embraced the event and supported the arena expanding beyond the iconic rodeo.”

Smirnoff

Smirnoff vodka cemented its commitment to electronic music with a new global campaign aimed at doubling the number of female headliners in electronic music by 2020, called Equalising Music.

Launched on International Women’s Day (8 March), Smirnoff’s campaign joins Vice’s music and culture channel, Thump, women’s interest channel Broadly, and Spotify to generate exposure for women who are “equalising” electronic music. According to a sample study conducted by Thump, women only accounted for 17% of headliners at music festivals around the world in 2016.

As part of the initiative, Smirnoff will encourage industry leaders to sign a pledge, and will also release a new “inspirational” documentary.

1800 Tequila

Proximo Spirits unveiled a new campaign for 1800 Tequila that aims to “redefine masculinity”, featuring music from American artist Chance the Rapper.

The campaign, named Just Refined Enough, aims to highlight the “refinement and raw personality” of the modern male.

Created by advertising agency CP+B LA, the campaign kicked off with a 60-second TV spot featuring Octave Minds and Chance The Rapper, with the piano work of Chilly Gonzales and production by Boys Noize. The campaign depicts a hero who combines boxing with expert piano playing.

“We want to celebrate a new masculinity — the modern Renaissance man,” said Erin Chin, group brand director, 1800 Tequila. “Someone with a keen eye on culture and a refined professional appearance, but with an inherent raw edge and unique style. That is also at the root of 1800 Tequila and how we have always behaved as a brand.”

Belvedere

Belvedere vodka partnered with Vice’s music channel, Noisey, to unveil a new “experiential” campaign that aims to inspire music fans to discover new artists, featuring American singer-songwriter Jhené Aiko.

The Belvedere x Noisey: Behind the Scene campaign examines music and its cultural impact. Through a three-part video series, each artist will explore a relevant ‘Scene’ including hip-hop meets fashion, new soul and R&B, and the rise of electronic music. The campaign can be found at Noisey.com/BehindTheScene

Tanduay rum

Philippines-produced Tanduay rum signed a multi-year partnership to become the official rum sponsor of US basketball team the Brooklyn Nets.

The sponsorship deal also covers the Barclays Center, the multi-purpose indoor arena where the team plays its home games, and that often hosts music and other entertainment events.

The deal comes as Tanduay looks to boost its business in the US.

Slingsby

Spirit Of Harrogate’s Slingsby brand has been named the official gin and vodka of rugby union team British and Irish Lions for the upcoming tour of New Zealand.

The Yorkshire-based brand will also help the Lions celebrate their 130th anniversary throughout 2018. The agreement follows Slingsby Vodka’s listing in select Yorkshire Tesco stores as part of the retailer’s local producers initiative.

Marcus Black, joint managing director of Spirit of Harrogate, said: “We are delighted that our award-winning products will be supporting the iconic Lions and wish Warren Gatland and the whole of the Lions team the very best of luck for the tour.”

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