Last month in marketing: Jim Beam teamed up with Budweiser, Campari capitalised on the trend for Negronis and Jägermeister unveiled a limited-edition bottle design ahead of this year’s World Cup.

Jim Beam partnered with Budweiser on a collaborative beer

To support the release of Beefeater Pink, Pernod Ricard unveiled a global marketing campaign, and Cointreau celebrated its “contagious, inclusive and chic” character through a series of videos.

In sporting news, Woodford Reserve released limited-edition Julep Cups as part of its partnership with the Kentucky Derby and Jägermeister unveiled a new bottle design ahead of this year’s football World Cup.

Bacardi-owned Havana Club drew inspiration from its history with an immersive performance, and Whyte & Mackay launched its biggest consumer competition to date.

Click through to the following pages for the top 10 marketing campaigns launched in April 2018.

Beefeater Pink

Pernod Ricard is supporting the release of its Beefeater Pink bottling with the launch of a global marketing campaign, called Pink Your Gin.

Creative agency Impero, the company behind Beefeater Pink’s visual identity, developed the Pink Your Gin campaign, which spans out­-of­-home, digital, on­-trade and social media.

Michael Scantlebury, creative director at Impero, said: “With the gin market booming, and new products launching on a weekly basis, half the battle is standing out.

The Beefeater Pink campaign is designed to be bold and to disrupt – as well as to inject a bit of youthful fun back into gin.”

Jim Beam

Jim Beam has joined forces with Budweiser to launch a cross-merchandising campaign and new collaborative beer – Budweiser Reserve Copper Lager.

The partnership will launch in the US before the new baseball season, featuring side-­by­-side campaigns in on-­trade venues around the country, capitalising on the ‘beer and a Bourbon shot’ occasion.

Following the launch of the campaign, the two brands’ limited-­edition brew will be released in September, ahead of the 85th anniversary of the end of Prohibition.

The expression was created by Budweiser’s brewmasters and Jim Beam’s seventh-­generation master distiller, Fred Noe.

Campari

Campari has launched its latest campaign, which hopes to capitalise on the growing “obsession” with Negroni cocktails in the US.

Developed by Yard NYC, the marketing drive is designed to encourage people to look past first impressions – including Campari, with its bitter flavour profile.

The short film, called Go a Sip Beyond, was directed by Arnaud Boutin and explores three scenes inspired by the “distinctiveness” of Campari, focusing on the first three sips of the liquid.

The final scene concludes that Campari can’t be judged on the first or second sip because “each experience with Campari introduces something new”.

Bacardi

Bacardi-owned Havana Club rum debuted its Amparo experience in New York, showcasing the history of the brand through an immersive performance that combines education and entertainment to reaffirm its “long standing Cuban legacy”.

Visitors are able to learn about the history of the brand’s founders, the Arechabala family, through a number of “emotionally charged” scenes – including the moment Jose Arechabala arrived in Cuba for the first time after exile.

The creative team behind Amparo all have roots in Cuba, and some claim to have faced similar stories of exile and political imprisonment.

Jameson

Jameson Distillery Bow Street was named the most-­visited whiskey experience in the world, after tourist numbers topped more than 350,000.

The distillery re­opened in March 2017 following an €11 million (US$13.6m) refurbishment, and offers five tours for whiskey fans to enjoy – including one that focuses on the brand’s history and another that looks into whiskey’s use in cocktails.

Claire Tolan, managing director of brand homes for Jameson, said: “In one year alone, we have welcomed visitors from more than 70 countries.”

Cointreau

Cointreau has launched a global marketing campaign based on its new slogan: ‘The Art of the Mix’.

The campaign aims to express Cointreau’s “contagious, inclusive and chic” character through images and videos.

Jean­Denis Voin, CEO of liqueurs and spirits at Rémy Cointreau, said: “We are very proud of this new campaign, which highlights the duality of Cointreau.

“This campaign celebrates Cointreau’s presence in the heart of cocktails, while giving a breath of vigour and modernity to the brand.”

Woodford Reserve

Woodford Reserve has continued its partnership with the Kentucky Derby by releasing two limited-­edition Julep Cups to commemorate the race.

Louisville-­based jeweller From the Vault crafted the vessels, with one made from sterling silver and another plated with 24-­karat gold.

The cups, which cost US$1,000 and US$2,500 respectively, feature three embossed designs to represent this year’s Derby: a thoroughbred horse and jockey, a rose and a bottle of Woodford Reserve.

Jägermeister

Jägermeister has unveiled a collection of limited-­edition bottles to celebrate six high-profile footballing nations: England, France, Brazil, Germany, Argentina and Spain.

Ahead of this year’s football World Cup, the brand will make 35,000 700ml bottles available to the on-­trade and a further 80,000 to the off­-trade in an effort to drive sales in both channels.

The initiative follows a successful on-­trade trial during the 2018 Six Nations Championships. The push aims to encourage consumers to support their home teams and celebrate sport this summer.

Whyte & Mackay

Whyte & Mackay has teamed up with Edinburgh comedy venue Underbelly to launch its biggest consumer competition to date.

The competition, running on bottle neck tags until 30 June, is giving whisky fans the chance to win one of 10 VIP trips to the Edinburgh Festival Fringe.

Each prize includes two tickets to a show at the festival, return rail travel from any mainland UK station, one night’s accommodation in Edinburgh, as well as £250 spending money.

The competition is part of Whyte & Mackay’s Funny as Folk campaign, which has seen the brand celebrate everyday laughs.