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Top spirits marketing moves in September

Last month’s top marketing moves included the ‘world’s first’ bass drum made from a Scotch cask, a Reyka vodka bar on a glacier and Bacardi’s latest video for the Sound of Rum campaign.

Reyka vodka opened a bar on the Langjökull Glacier in Iceland last month

Music was a prominent theme with Bacardi rum using the sounds of ingredients and tools from behind the bar for its latest Sound of Rum video, while Diageo’s Lagavulin single malt brand built the “world’s first” bass drum made from an entire Scotch whisky cask.

Meanwhile, Fentimans’ latest initiative celebrated flavour and Diageo partnered with Formula One on an anti-drink-driving campaign.

Spanish liqueur brand Licor 43 also targeted the “millennial foodie sector” with a €6 million (US$6.5m) marketing push.

Over the following pages, we name our pick of the top marketing initiatives launched in September 2019.

Bacardi

Bacardi recruited five bartenders from across the globe for a video based around the “rhythm of cocktail‐making” as part of its Sound of Rum campaign.

The Sound of Rum video and track features the sounds of ingredients and tools used in cocktail‐making and stars bartenders Lawrence Gregory, Julia Rahn, Raysa Straal, Adrian Nino and Nicole Fas.

Additionally, Bacardi has released a Caribbean‐inspired video that sees a bartender carrying a crate of Bacardi down a neon‐lit alley.

Licor 43

Spanish liqueur brand Licor 43 has unveiled a €6 million (US$6.5m) campaign to promote its portfolio to the “millennial foodie sector”.

Zamora Company, which produces Licor 43, launched the campaign to highlight the brand’s “provenance, heritage and natural ingredients”.

With the strapline ‘Tastes better together’, the initiative has been created to communicate the blend of 43 ingredients that make up Licor 43. It will also see the circle emblem from the Licor 43 logo become the key signifier for the brand and hero graphic for the ads, running through all visual communications and social media activity.

The campaign will roll out across key markets including Spain, Mexico, Germany and the Netherlands.

Bulldog Gin

Campari-owned Bulldog Gin has partnered with venues in the UK for its Sunset Sessions campaign.

An evolution of the brand’s Brunch and Sunset Sessions of 2017 and 2018, the series will see Bulldog partner with venues including Queen of Hoxton, London; Pedlar, Sheffield; and Stealth, Nottingham.

Visitors to the events will enjoy up‐and‐coming DJ talent, photo moments and signature cocktails.

Nick Williamson, marketing director of Campari UK, said: “Bulldog Gin’s Sunset Sessions has shown all parties involved how best to integrate and complement each brand and location to create an interesting, exciting and sessionable series of events.

The Sunset Sessions continues to be successful across the UK, drawing in engaged consumers while offering our established audience those sought‐after euphoric moments.”

Diageo

Formula One drivers have helped Diageo receive more than 20 million consumer pledges to never drive while under the influence of alcohol.

Johnnie Walker owner Diageo launched the Join the Pact campaign in 2008, and has since gained support through F1 partnerships, including with former F1 world champion Mika Häkkinen.

Kate Gibson, director of Diageo in society, said: “I am delighted by the progress our Join the Pact initiative has made to date, and our ambitious target to collect 50 million pledges never to drink and drive shows our tireless determination to make progress on reducing drinking and driving. We believe that a single death caused by drinking and driving is one too many and each one can be prevented.”

Diageo hopes to achieve its 50m pledges goal by 2025.

Reyka

Icelandic vodka brand Reyka is inviting drinks fans to explore its native country by opening what it says is the first bar on a glacier.

The William Grant & Sons‐owned vodka brand will open a bar on the Langjökull Glacier, which is the water source for Reyka Vodka.

Fabiano Latham, Rekya Vodka brand ambassador, said: “We’re puffin‐chuffed to bring the charmingly offbeat spirit of Reyka Vodka to the world with this one‐of‐a‐kind, once‐in‐a‐lifetime opportunity to drink our vodka in the world’s first bar on a glacier.”

The Reyka Vodka Glacier Bar will be open for five days from 16 October, and vodka fans visiting the site will be able to sample Reyka signature serve, the Puffin Collins, while exploring the natural resources Iceland has to offer.

Lagavulin

Lagavulin has partnered with musical duo The Rhythm and Booze Project to build the “world’s first” bass drum made from an entire Scotch whisky cask.

The Rhythm and Booze Project teamed up with vintage drum specialist Majetone Industries to create the instrument from an ex‐Bourbon cask used to mature Lagavulin single malt.

Felipe Schrieberg and Paul Archibald founded The Rhythm and Booze Project in 2018 to “fuse their passion for music, performance and whisky”.

The drum is built like a Viennese timpani and its sound is said to be “loud, vibrant, deep and unlike any other instrument of its kind”.

Schrieberg said: “The idea for the drum began as a light‐ hearted chat… but when we asked [distillery manager] Colin Gordon about it, he was on board.”

Nordés

Galician gin brand Nordés is hoping to grow its presence in the UK with a series of bar and terrace takeovers in partnership with Atlantic Blankets.

The Nordés Atlantic Bars will feature branded furniture, as well as point‐of‐sale materials, signage and foliage to create a “distinctive Nordés” space.

Maarten Van Dam, area sales manager at brand owner Osborne, said: “We’ve seen steady growth in the UK but this last year we set out to really connect on an emotional level with the British consumer.”

The activation has included events at Intercontinental at the O2.

Hooch

Global Brands‐owned Hooch has premiered the sequel to its Movie on Us promotion, which gives drinkers the chance to redeem a free film to watch at home.

The on‐pack promotion will cover 700ml, 500ml and 440ml bottles and cans of Hooch Lemon Brew and Hoola Hooch, which will feature codes that consumers can use to redeem a free film at the dedicated Hooch Movies website.

Hooch brand controller Christian Sarginson said: “With huge blockbusters available in stunning UHD [ultra‐high definition and] 4K, from the Marvel universe and 20th Century Fox through to hit box sets like Game of Thrones and Suits, the Movie on Us offer adds value for consumers and retailers alike.”

Alongside the on‐pack promotion, Hooch will run a movie‐themed marketing campaign.

Fentimans

Botanically-brewed mixer producer Fentimans has invested £1.2 million (US$1.5m) in its latest campaign – the brand’s biggest marketing push to date.

Developed by creative agency The Corner, the campaign “celebrates the flavour packed into every bottle of Fentimans”.

Andrew Jackson, marketing director at Fentimans, said: “The new brand comms campaign, with its core message of delicious flavour derived from natural botanicals, aims to attract a younger consumer audience into the Fentimans brand. This burst of media, supported by a marketing spend of £1.2 million, is another significant building block as the brand gears up for significant growth in both the premium soft drinks and mixer categories in the years ahead.”

With a focus on key cities and metropolitan areas, the outdoor campaign will be supported by digital, sampling and experiential activities.

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