Patrón partnered with Oscar-nominated director Guillermo del Toro, Jack Daniel’s Tennessee Honey launched a series of mini documentaries, and Baileys kicked off its dairy cow competition in our latest marketing round-up.

Last month Jack Daniel’s Tennessee Honey launched a series of mini documentaries

Last month in marketing Italian vermouth brand Martini kicked off the 2017 F1 racing season with a once-in-a-lifetime experience for motorsport fans in partnership with Airbnb, and Three Olives Vodka joined forces with Tinder to offer a first-of-its-kind date-night drink.

In celebrity news: Diageo enlisted American actor Ted Danson to star in the latest instalment of its US marketing campaign for Smirnoff vodka, while Stolichnaya Vodka partnered with Universal Pictures to feature the brand in upcoming action spy film Atomic Blonde.

Meanwhile Spirit of Harrogate launched a virtual reality experience and Drambuie relaunched its Brass and Crimson events series in a bid to celebrate its jazz heritage.

Click through to the following pages to discover our pick of the top 10 spirits marketing campaigns launched in July 2017.

Patrón Tequila

Patrón Tequila has partnered with Oscar-nominated director Guillermo del Toro on a limited edition release. Patrón x Guillermo del Toro is packaged in an upside-down 75cl bottle with a 10cl bottle of 35% abv aged orange liqueur on top.

The expression is a blend of Patrón Tequilas aged in new and used oak barrels. The design was inspired by jimadores, the labourers who harvest the blue agave that creates Tequila.

Only a “very limited” number of sets were produced, and are currently available at retailers in the US for the suggested retail price of US$399.

Jack Daniel’s Tennessee Honey

Jack Daniel’s Tennessee Honey’s ‘Neighbourhood Flavour’ campaign is back, celebrating communities that have helped shape the modern music scene. The campaign will explore five hometowns in the US through a series of mini documentaries, focusing on popular cultural centres in Chicago, New York, Atlanta, Oakland and Houston.

Each episode will star a selection of music artists, including Mick Jenkins, Statik Selektah, St Beauty, E-40 and LeToya Luckett, highlighting the culture, people and places that moulded the artists into who they are today.

Taking place during the summer, the initiative will end with block parties featuring live music performances, accompanied by signature Jack Daniel’s Tennessee Honey cocktails.

Drambuie

Drambuie is celebrating its jazz heritage with the return of The Brass and Crimson, a series of events featuring “modern musical experiences” that showcase the influence of jazz.

Returning for its third consecutive year in 2017, the event will arrive in London at Behind the Bike Shed on 9 August, featuring headline act Canadian music group BadBadNotGood, as well as DJ Bradley Zero and emerging Dutch artist Jameszoo.
This will be followed by The Brass and Crimson’s debut appearance in Glasgow later this year.

A selection of Drambuie cocktails will be available for guests to enjoy at The Brass and Crimson events.

Smirnoff

Diageo has enlisted American actor Ted Danson to star in the latest instalment of its US marketing campaign for Smirnoff vodka, called Only the Best For Everyone.

As part of the partnership, the Cheers actor collaborated with Smirnoff to create a series of “comical” short videos, communicating in a “cheeky way” how Smirnoff is made in America.

The series depicts different scenarios in which Danson tries to debunk the notion that he is inherently elitist and only likes expensive vodka because of his fame. The videos are available to watch online on YouTube.

Slingsby

Spirit of Harrogate has launched a virtual reality (VR) experience that allows consumers to explore the story of its Slingsby gin brand on a tour of Harrogate. The VR tour arrives in the kitchen garden at Rudding Park Hotel, where Slingsby sources most of its botanicals, followed by a tour of the distillery and a cocktail masterclass.

The brand has also produced a batch of Google cardboard headsets, which will be distributed at select events over the summer.

Dewar’s

Dewar’s is taking its Scotch Egg Club worldwide with a series of events designed to bring to life founder Tommy Dewar’s three passions: whisky, chicken and games.

Dewar’s Scotch Egg Club will head to almost 30 cities around the world, highlighting the brand’s single malts and offering consumers whisky cocktails, chicken-inspired games and Scotch eggs with culinary twists.

The events will be supported by local bartenders, chefs, artists and other creatives.

Stolichnaya Vodka

SPI Group has partnered with Universal Pictures to feature its Stolichnaya Vodka brand in upcoming action spy film Atomic Blonde, starring Charlize Theron.

Oscar-winning actor Theron plays MI6 agent Lorraine Broughton, who calls for “Stoli on ice” as her drink of choice in the film. The multimedia campaign includes television advertising, out-of-home, print, digital, and social media content.

“On reading the script and identifying the shared similarities between the Stoli brand and agent Broughton, we knew this was a natural and organic opportunity that matched our brand’s unapologetically bold character,” said Russell Pareti, vice president of marketing at Stoli Group USA.

Baileys

The Diageo Baileys Champion Dairy Cow competition is open for entries from eligible breeders across the island of Ireland.

With a prize fund of €10,000 (US$11,600), the competition will take place on 23 August at the Virginia Show in County Cavan. The Overall Champion attracts a €2,500 prize.

Cash prizes will also be awarded for Highest Protein Content, Best EBI (Economic Breeding Index) and Best Exhibitor-Bred Cow and Best Junior Cow.

Diageo Ireland’s head of corporate and trade communications, Hazel Chu, said the event “would once again shine a spotlight on the quality of Ireland’s dairy breeding excellence”.

Martini

Italian vermouth brand Martini has kicked off the 2017 F1 racing season with a once-in-a-lifetime experience for motorsport fans.

In partnership with Airbnb, Martini gave two guests the chance to spend the night at the Williams Martini Racing garage at the Silverstone Circuit, the night before the 2017 British Grand Prix on 16 July.

During the experience, the winner met the team’s deputy team principal Claire Williams.

Three Olives Vodka

Three Olives Vodka has partnered with Tinder on a first-of-its-kind date-night drink, exclusive to Tinder users in the US.

Through the Tinder-exclusive offer, Three Olives will give daters aged 21 and older who swipe right on the branded profile card a US$2 rebate on any Three Olives Vodka cocktail for their first date. The rebate is available through rebating app iBotta.

“This partnership with Three Olives illustrates how dating platforms like Tinder can seamlessly collaborate with adult beverage brands to build awareness and engage the desirable singles audience we share,” said Peter Foster, general manager, advertising and brand solutions, Match Group.

“We are thrilled to partner with Three Olives to help showcase the effects of digital advertising in the real world.”