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Top 10 spirits marketing moves in June 2019

June’s most notable marketing initiatives included Bacardi’s Pass the Beat campaign in partnership with Major Lazer, Smirnoff’s Pride celebrations and William Grant’s first push for Verano gin.

Bacardi’s Pass the Beat initiative featured in our pick of top marketing moves

In our latest marketing round-up, we take in Slingsby gin’s new summer campaign, while Liverpool Gin was named the headline sponsor of this year’s Liverpool International Music Festival.
Diageo-owned Smirnoff launched its Welcome Home campaign in the US to support members of the LGBTQIA+ community, and Pernod Ricard’s Havana Club rum released a documentary in collaboration with Amsterdam fashion house Daily Paper.
Over the following pages, we name our top marketing moves launched in June 2019.

Verano

William Grant & Sons has launched a marketing campaign to support its newly released Verano gin.

While highlighting the brand’s Spanish influence, the multi­channel campaign positions Verano as a “premium yet accessible gin” with a “fun­-loving energy”. It has been developed by creative agency Space.

Kayleigh Johnson, Verano distiller at William Grant & Sons, said: “We’re on a mission to transform the gin category by appealing to people who are either gin dabblers or who have never tried the spirit before. The idea of having a gin and tonic is so rigid, but we’re breaking this mould by making Verano perfect for sharing on any occasion.”

Rooster Rojo

Amber Beverage Group-­owned Rooster Rojo Tequila continued its sponsorship of the J2 Racing team at the ADAC Nürburgring 24-­hour motor race in Germany last month.

The event marked the sixth time the team had taken part in the race – its first with its new GT3 Mercedes-­AMG.

Rooster Rojo signed a sponsorship deal with the motorsport team in January 2018. “Participation in an event of such a scale is a huge victory for Rooster Rojo,” said Mantas Zlatkus, global brand director of Rooster Rojo Tequila.

Pernod Ricard

Pernod Ricard’s Havana Club rum has released a documentary in collaboration with Amsterdam fashion house Daily Paper.

The partnership was announced at the start of this year, and a capsule clothing collection and talent contest were launched.

The Creative Workhouse competition “was conceived through a collective desire to champion and nurture young creatives”.

The academy linked each talent with a Cuban artist to experience “full cultural immersion” while creating the Havana Club x Daily Paper campaign.

Four winners were selected and the film followed three: Shaka Lion from Lisbon, who created the soundtrack; Rosemary Pitts from London, who created apparel pieces inspired by Cuba; and MarieLouise Hodge from Amsterdam, who shot the campaign

Benromach

Single malt Scotch whisky brand Benromach celebrated Father’s Day (16 June) with a new campaign to highlight skills that are passed down through generations.

The campaign was launched to showcase “the lasting memories which shape everyday lives”, and invited whisky fans to share their memories on social media with the hashtag #WhatDadTaughtMe.

Keith Cruickshank, Benromach Distillery manager, said: “From spending time with my dad at a distillery in Speyside to visiting a local distillery with my grandad to pick up draff for the farm, I’ll always remember the unique, sweet and malty smell. It’s these happy memories that sparked my interest in this wonderful industry.”

During the campaign, Benromach offered one whisky fan and their guest the opportunity to win an exclusive experience at the distillery in Forres, Scotland.

Smirnoff

Diageo-owned Smirnoff has launched its Welcome Home campaign in the US to support members of the LGBTQIA+ community taking part in Pride celebrations.

To create the campaign, Smirnoff partnered with Orange is the New Black actress Laverne Cox (pictured); Alyssa Edwards, star of RuPaul’s Drag Race; and Queer Eye television personality Jonathan Van Ness.

Smirnoff Welcome Home featured a digital video series, an immersive pop-­up, limited edition Smirnoff bottles and a float at the New York Pride March on 30 June.

Van Ness said: “What I love most about the gorgeous new Smirnoff ‘Welcome Home’ campaign is that she shines a light on how Pride is more than just a party.”

Bacardi

As part of its ongoing collaboration with Major Lazer, Bacardi has debuted a new track by the electronic trio alongside the launch of its Pass the Beat campaign.

The new track, called Make it Hot, features Brazilian singer Anitta and has been released as part of the brand’s Do What Moves You campaign.

“Bacardi is a brand that has found a way to genuinely integrate itself into music culture, so when we were discussing how to launch this song in a big way, we knew exactly who to turn to,” said Diplo, of Major Lazer.

The Pass the Beat TV spot features Major Lazer and Anitta “passing energy from one to another”.

Slingsby

Yorkshire-based gin brand Slingsby has kicked off its Summer Series campaign, which will see the brand sponsor key sporting events in the UK.

As part of the Summer Series, Slingsby Gin was in attendance at the Tour de Yorkshire bike race and Chestertons Polo in the Park.

The brand will also host activations at BMW PGA Championships and events hosted by Yorkshire Country Cricket Club and Leeds Rhinos rugby league.

The campaign will see Slingsby become the headline gin supplier at sailing regatta Cowes Week in August.

Liverpool Gin

Halewood Wines & Spirits-­owned Liverpool Gin has been named the headline sponsor of this year’s Liverpool International Music Festival.

The event will now be officially called Liverpool International Music Festival with Liverpool Gin.

As part of the headline sponsorship agreement, Liverpool Gin will bring a branded bus on site and will open a Liverpool Gin Garden that offers “an oasis of calm”.

VIP ticket holders at the festival will also benefit from Liverpool Gin tipis and trailer bars offering a wide range of food and drink.

Liverpool International Music Festival with Liverpool Gin will take place on Saturday 20 and Sunday 21 July, with performances from Sigma, Ella Eyre and De La Soul.

Tincup

American whiskey brand Tincup launched its Backcountry Adventure campaign to encourage consumers to “seek out extraordinary experiences”.

The campaign includes television spots, a digital short film, experiential activations and a consumer contest that gives whiskey fans the chance to win a mountain experience in the town of Tin Cup, Colorado.

A digital film created in partnership with New York creative agency Dead As We Know It forms the backdrop of the campaign.

The film tracks the journey of six mountaineers as they climb 13,437 feet above sea level in the Rocky Mountains.

Tincup has also launched a competition for whiskey fans to join adventurer Renan Ozturk on an expedition to the Rocky Mountains in August.

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