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Top 10 spirits marketing moves in July 2019

Some of the biggest marketing initiatives from July included the launch of the Fentimans Spritz Garden, Glengoyne’s partnership with The Open and Böe Gin’s new film starring singer Paloma Faith.

Hendrick’s Gin’s London campaign featured in our top marketing roundup

The latest campaign from Johnnie Walker sprung into action last month, designed to champion the brand’s signature Highball serve.

Meanwhile, a £1 million (US$1.25m) campaign from Funkin was launched to support the brand’s Nitro Canned Cocktails range.

July also saw Courvoisier launch a new storytelling series and William Grant & Sons-owned Hendrick’s unveiled a cucumber- and rose-scented poster campaign in London.
Over the following pages, we name our pick of the top marketing initiatives launched in July 2019.

Böe Gin

Paloma Faith was unveiled as the face of a campaign for Boë Gin, which forms part of the Scottish brand’s £400,000 (US$498,000) summer marketing push.

Faith stars in a 30‐second advert that will be featured on Boë Gin’s social media channels.

In the advert, Faith delivers an “uplifting” speech to camera in which she discusses standing out from the crowd.

The brand has also developed a signature serve for Faith, called Paloma’s Boë, which is made with Boë Passion Gin, Tequila, lime juice, agave, chilli and cranberries.

Courvoisier

Courvoisier partnered with athlete‐empowerment brand Uninterrupted to launch a storytelling platform, called Uninterrupted Live: The Day Ones.

The campaign aims to offer athletes the chance to toast their ‘day ones’, the people who have played an “instrumental role” in their journey to success, and give fans a “deeper, more authentic understanding” of the sports personalities they look up to.

Hosted by American sports journalist Jemele Hill, storytellers include Jason Collins, Al Harrington, Sue Bird and Taylor Rooks, who have stood before live audiences to share their memories and experiences.

The videos will be posted on social media platforms including Instagram, Twitter and Facebook from August.

Fentimans

Fentimans has launched a new activation in London to showcase its Spritz signature serve.

The Fentimans Secret Spritz Garden will run for three weeks in August and will see the brand exhibit its range of tonic waters and mixers in a number of Spritz cocktails created by Dino Koletsas, formerly of the Artesian bar at The Langham hotel.

Filled with medicinal herbs and plants, at the heart of the garden is a 200‐year‐old olive tree. The Spritz Garden will have a swing seat, trailed with jasmine, and a bar hidden through a privet hedge.

The Secret Spritz Garden will also host Spritz‐making masterclasses and offer floristry, flower‐pressing and limoncello‐making workshops.

Glengoyne

Ian Macleod Distillers‐owned Glengoyne signed its biggest sponsorship deal to date after it became the official spirit of this year’s Scottish Open golf tournament.

Following an initial one‐year deal with the golf tournament in 2018, Glengoyne renewed its sponsorship to include pouring rights at all bars and hospitality spaces on the course.

Neil Boyd, UK managing director at Ian Macleod Distillers, said: “We enjoyed a very successful first year and we’re delighted to be returning again to the championship, providing superb quality drams for whisky fans and novices alike to enjoy around the course.”

Spectators at the contest were able to sample Glengoyne’s 10‐, 12‐ and 18‐year‐old single malt Scotch whiskies.

Hendrick’s

William Grant & Sons launched a rose‐ and cucumber‐ scented poster campaign for Hendrick’s Gin at King’s Cross station in London.

The campaign, which runs from mid‐July until September, comprises a tunnel wrap created by ad agency Space.

The initiative features a full‐floor wrap that is thought to be the longest in the UK. The entrance archway also features rose‐ and cucumber‐scented posters.

The push will run in seven more UK cities with text that directs consumers to their nearest bar for a Hendrick’s Gin and tonic.

Skyy Vodka

Actor John Cena launched Skyy Vodka’s Spark Change initiative, which calls on fans to post “sad, blurry, or just plain bad” firework images on social media.

Skyy Vodka will donate US$5 to the National Diversity Council for every photo published on Instagram, Twitter or Facebook using the hashtag #SkyyVodka up to a total of US$100,000.

The National Diversity Council aims to encourage a better understanding of diversity and inclusion through various initiatives in the US. Cena said: “I’m honoured to be a part of this fun yet meaningful campaign, encouraging others to take an image that would otherwise be discarded and use it instead to support something as beautiful as a more diverse America.”

Johnnie Walker

Johnnie Walker is “ramping up” its focus on Highballs with a global campaign that aims to make Scotch and soda “the next big drinks trend”.

The brand will introduce the Highball to “millions of consumers in some of the world’s most influential cultural hotspots”.

John Williams, Johnnie Walker global brand director, said: “We’ve celebrated the Highball at Johnnie Walker for the past few years, but with the trend for longer drinks on the rise, it feels like now is the right time to really explore the amazing possibilities that this category can offer.”

Funkin

Mixer company Funkin Cocktails has launched a £1 million (US$1.25m) campaign to support its Nitro Canned Cocktails range.

The campaign will run until September and will cover out‐of‐ home advertising and digital platforms. It will feature on posters at six “major” railway stations, roadsides and taxis in the UK, as well as social media channels.

Funkin hopes the marketing push will reach 7.2m consumers aged between 25 and 44 years old.

Ben Anderson, marketing director at Funkin Cocktails, said: “Our advertising campaign will ensure that Funkin Nitro Canned Cocktails are seen by the nation and we would urge the trade to ensure they are stocked up.”

The Woodsman

Whyte & Mackay‐owned Woodsman Whisky has continued its partnership with the Underbelly Festival by opening its pop‐up Old Fashioned Bar at the London event.

Open until 29 September, The Woodsman Old Fashioned Bar marks the second year of the brand’s partnership with the London street food and entertainment show. The bar will serve up three twists on the classic Old Fashioned, offering cold‐brew coffee, maple syrup and smoky bacon options.

Kenny Nicholson, head of modern spirits at Whyte & Mackay, said: “The traditional Old Fashioned recipe is a classic but we thought, ‘why not mix it up?’ So, we’re giving it a Woodsman twist and creating some deliciously refreshing and unique serves for Southbank festivalgoers.”

Bulldog Gin

Campari-owned Bulldog Gin has joined forces with the Night Time Industries Association (NTIA) to support a “safe UK night time economy”.

The partnership will see Bulldog Gin and the NTIA celebrate the venues, bartenders, musicians and artists who have ensured “a safe night‐time experience”.

Bulldog Gin will support a series of events and meetings curated by the NTIA that provide opportunities to “discuss the issues that matter”. The Campari‐owned brand will also launch a number of other collaborations with the NTIA, including a series of competitions.

Nick Williamson, Campari UK’s marketing director, said: “Bulldog Gin already has a well‐regarded reputation within both the music and night‐time worlds, so the collaboration between Bulldog Gin and the NTIA makes perfect sense.”

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