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Top 10 spirits marketing moves in November

Last month’s top marketing moves saw David Beckham star in a series of documentary-style adverts for Haig Club whisky, while vodka brands Grey Goose and Smirnoff unveiled festive campaigns.

David Beckham got involved in barrel making as part of the new Haig Club adverts

Brands got into the festive spirit with a series of marketing campaigns including mixer producer Franklin & Sons, which handed out gold stars to UK drinkers and Smirnoff, which partnered with actress Laverne Cox on a short Christmassy film.

Diageo continued its anti-drink-driving efforts with a Christmas campaign as part of its Join the Pact initiative to get 50 million pledges to never drive while under the influence of alcohol.

Tanqueray Gin looked to the past for its Since 1830 film,  while Johnnie Walker challenged traditional Scotch conventions with a new creative launched as part of its Keep Walking campaign.

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

Haig Club

Single grain Scotch whisky brand Haig Club has launched a series of documentary‐style adverts starring co‐founder David Beckham.

The three one‐minute spots were shot by director Hopi Allard and director of photography Cedric Schanze.

The first video follows Beckham as he travels to Diageo’s Cambus Cooperage. The second film sees the ex‐footballer explore the creative ways bartenders in Scotland are using Scotch whisky.

The series concludes with a “vibrant” beach party. Deva Smith, senior producer at LS Productions, said: “The purpose of this spot was to capture David’s natural curiosity.”

Grey Goose

Bacardi-owned Grey Goose vodka has launched a Christmas campaign to “challenge traditional gifting notions” as part of its Live Victoriously platform.

The vodka brand’s Give Victoriously campaign features three 15‐second spots that aim to remind consumers “that the best presents help transform moments shared with loved ones into life‐long memories”.

The adverts feature a number of scenarios, such as a spontaneous open‐mic performance and a holiday party featuring an unwrapped bottle of Grey Goose.

The Give Victoriously campaign will run on network and cable programmes throughout the Christmas period, supported by digital, print and out‐of‐home media.

Johnnie Walker

Johnnie Walker is hoping to “break down traditional Scotch conventions” with a new creative launched as part of its Keep Walking campaign.

Created by Anomaly, the campaign features a “bold new visual identity” for the Diageo‐owned blended Scotch brand.

The campaign “celebrates the sensorial dynamism” of blended whiskies through materials depicting a range of cocktails and occasions.

The visuals, which launched in cities across the US, also showcase popular local cocktails near venues where consumers aged 21 and over can enjoy these drinks.

Franklin & Sons

Global Brands‐owned Franklin & Sons has launched a festive on‐trade campaign featuring branded origami stars.

Franklin & Sons will distribute the gold foil origami stars to venues in the UK for them to hand out to drinkers. The experience aims to “add to the festive fun shared by friends”.

According to research published by the brand, one in three consumers thinks that the in‐venue experience is almost as important as the serve itself.

Franklin & Sons therefore hopes the origami stars will help venues “go above and beyond expectations”.

Diageo

Diageo has created a Christmas campaign as part of its Join the Pact initiative to get 50 million pledges to never drive while under the influence of alcohol.

In the Christmas campaign, consumers are encouraged to exercise their own right to make “life‐saving” choices, such as promising to never drive after drinking alcohol.

The initiative comprises a series of real‐life scenarios, such as a celebration or day‐to‐day activities, and shows consumers raising their hands in different ways as a symbol of the freedom they have to make decisions.

As each story is told, statistics reveal the effects of drink driving and viewers are invited to exercise their freedom of choice by opting to pledge to never drink and drive.

The campaign will be activated across Instagram and Twitter, with three videos targeting young adults over the legal drinking age.

Tanqueray

Tanqueray Gin unveiled the next phase of its Unmistakably Tanqueray campaign with the premiere of the Since 1830 film.

Made in partnership with creative agency St Luke’s, the film visits moments in history as far back as 1830, when the original recipe for the gin was written by founder Charles Tanqueray.

The 30‐second spot comprises a series of scenes embodying four periods: the 1830s, the 1920s, the 1960s and today. It begins with a woman in an 1830s bar scene about to take a sip from a glass of Tanqueray and tonic. As she lifts the glass, the film sweeps us through the four time periods.

The spot will run on video, on demand, cinema, social and out‐of‐home across the UK, Spain, Germany, South Africa, Brazil and Australia.

Ketel One

Dutch vodka brand Ketel One has created a global campaign inspired by consumers’ search for “better, more thoughtful” drinking experiences.

The campaign, called Drink Marvellously, features hand‐drawn illustrations and animations focused on a particular moment that highlights the importance of a “world where everyone is welcome”.

Alexandre Rodrigues, global brand director, Ketel One Vodka, which is owned by Diageo, said: “We hope to create a unique sense of discovery and spark imagination instead of simply re‐creating familiar occasions and experiences.”

Drink Marvellously will be rolled out across a number of countries, including the UK, Canada, Brazil and Australia.

Bulleit

Bourbon brand Bulleit partnered with industrial design firm Tangible Creative and artist Kyle Steed to create 3D‐printed trainers.

The shoes were developed over 200 hours, and feature a design inspired by Steed’s interpretation of the “frontier of culture”.

Steed said: “The sneaker and mural designs represent the community of artists, designers and leaders in tech and innovation who come together to push the boundaries of the cultural frontier. When we talk about innovation, it’s just as much about human connection as it is technology. Where we are many parts ourselves as individuals, only by coming together… can we make something bigger.”

A select number of the Bulleit 3D Printed Sneakers were available to purchase for RRP US$250.

Loch Lomond

Scotch distiller Loch Lomond partnered with golf tournament the WGC HSBC Champions in China to serve its whiskies at the competition.

Guests at the Sheshan International Golf Club in Shanghai, China, had the chance to sample a variety of Loch Lomond whiskies through the event, which saw the likes of Rory McIlroy, Justin Rose, Phil Mickelson, Jordan Spieth and Tommy Fleetwood compete for the Old Tom Morris Cup.

Loch Lomond Group CEO Colin Matthews said: “China is a key market for Loch Lomond Whiskies and we are delighted with our growth there. The interest in golf is also increasing rapidly in China so we are pleased to partner with the tournament and to be able to introduce our award‐winning brands to China’s golfers.”

Smirnoff

Orange Is the New Black star Laverne Cox has once again partnered with Smirnoff vodka for its latest festive campaign. Cox stars in a short film with the brand that follows an “over‐the‐top” festive party.

The film shows Smirnoff vodka in “unexpected ways” – such as a festive tree made of Apple Martinis and a Moscow Mule hidden under a fruitcake.

Cox said: “Working with Smirnoff is just a joy. I love how they’re always upping their game, making each campaign more creative and unexpected than the last, so coming to set is always such a fun experience.”

The new advert also showcases festive bottling Smirnoff Peppermint Twist and the Smirnoff No 21 Ornament bottles, which are both available to purchase in retailers throughout the US

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