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Top 10 spirits marketing moves in February

Last month’s most notable marketing initiatives included The Rock’s first ad for Teremana Tequila, Courvoisier Cognac’s Chicago activation with rapper Pusha-T and Canadian whisky Crown Royal’s capsule collection.

Actor Dwayne ‘The Rock’ Johnson debuted the first ad for his Teremana Tequila brand

Last month, Patrón Tequila celebrated Margarita Day on 22 February with the launch of a map featuring 60 bars across the UK that offered the Tequila-based serve. Meanwhile, blended Scotch brand The Famous Grouse took inspiration from the leap year day (29 February) for its latest campaign.

Sports dominated our list of top marketing moves with Dwayne ‘The Rock’ Johnson launching the first ad for his Teremana Tequila brand during the Super Bowl LIV pre‐game show, while Loch Lomond Whiskies signed a three‐year deal with the Professional Golfers’ Association (PGA) to become the title sponsor of the Scottish PGA Championship.

Over the following pages, we name our pick of the top marketing initiatives launched in February 2020.

Courvoisier

Beam Suntory-owned Courvoisier Cognac partnered with American rapper Pusha‐T to open its Maison Courvoisier activation in Chicago.

Maison Courvoisier is said to be an immersive experience that “pays homage to the brand’s château in France”. To create the activation, Courvoisier partnered with artists from music, fashion, art and culture.

Multi‐platinum rapper Pusha‐T curated the first instalment of Maison Courvoisier in Chicago, which incorporates work from fashion designer, Rhuigi Villaseñor and contemporary artist Al‐Baseer Holly.

Fans who visit the event will be able to sample the latest offerings from Courvoisier, while experiencing live performances, interactive art galleries, fashion exhibitions and more.

Teremana

Fast & Furious actor Dwayne ‘The Rock’ Johnson premiered the first TV advert for his Teremana Tequila brand during the Super Bowl LIV pre‐game show.

The spot starred Johnson and former American footballer Rob Gronkowski, former American footballer and coach Jimmy Johnson and broadcaster Jay Glazer. It followed the group playing a game of ‘Never have I ever’, as they light‐heartedly mock Dwayne Johnson for never getting to live out his dream of playing in the NFL.

Posting the advert on Instagram, Johnson’s caption said: “I created Teremana to be enjoyed with friends and family and to bring people together, just as this incredible game does. Cheers to an epic Super Bowl Sunday to all of you, and come have a drink of Tequila with me next month!”

Teremana Tequila is set to launch in the US, Canada and Mexico this month.

Lyre’s

Alcohol-free ‘spirit’ brand Lyre’s has launched its first UK brand campaign, which aims to encourage consumers to “opt out without being left out”.

Released on 19 February, the campaign was created by creative firm Kinetic and strives to “challenge the status quo around the social conventions of alcohol consumption”.

Running throughout spring, the campaign highlights Lyre’s range of 13 alcohol‐free ‘spirits’ and demonstrates signature serves for its products.

The campaign will use a blend of large format and digital out‐of‐home advertising alongside a targeted social media and digital display campaign. Different creatives will be deployed to reflect the variety of Lyre’s products.

Crown Royal

Canadian whisky brand Crown Royal partnered with designer and creator Joe Freshgoods to launch the Crown Royal Apple Goods capsule collection.

The collection features custom apparel and accessories, such as sneaker bags, hoodies, t‐shirts and bandanas.

The sneaker bags will be made from the whisky brand’s bags that enclose each bottle of Crown Royal Regal Apple.

Freshgoods said: “I’ve always had a great love affair with Crown Royal, so this partnership felt like the thing to do. They’re redefining royalty in a way that’s relevant to a new generation – to creators and people and from all walks of life – and I’m really excited to be a part of it. With this Crown Royal Regal Apple capsule collection, we’re making something fun, cool and fresh.”

The Famous Grouse

Blended Scotch whisky brand Famous Grouse launched its Extra 24 digital campaign, encouraging drinkers to spend their bonus leap year day with friends and loved ones.

Extra 24 featured across the brand’s social media channels and included a short film following four people enjoying their extra leap year day different ways.

The digital activity, which ran until 29 February, came as part of the brand’s Spend Time in Grouse Country campaign.

Lewis Bright, global brand manager at The Famous Grouse, said: “Our Extra 24 campaign mixes humour and the heritage of The Famous Grouse brand with a plea to take time out from the busy humdrum to enjoy a deserved moment over a dram with those that you love.”

Patrón

To celebrate Margarita Day (22 February), Bacardi‐owned Patrón Tequila created a map of the UK’s best Margaritas.

Featuring 60 bars in cities including London, Leeds and Manchester, the map was designed to help Tequila fans locate their nearest Perfect Patrón Margarita, and encourage them to sample a host of innovative twists on the classic cocktail.

Signature Margaritas available included The Ran Tan at Mr Fogg’s Residence, Mayfair, and the Mustang at Satan’s Whiskers in Bethnal Green, both in London. Drinkers could also enjoy Margaritas at Aether in Liverpool and Neon Cactus in Leeds. By checking out the Margarita map at patrontequila.com, fans could also submit their details to enter a competition to win a trip to Mexico.

Moskovskaya

Amber Beverage Group‐owned Moskovskaya Vodka debuted its Mosko Embassy activation in London last month, ahead of its rollout to further European cities.

The inaugural Mosko Embassy event took place at The Doodle Bar, London Bridge, and gave guests the chance to take part in workshops centred on the vodka brand’s heritage and the history of the Moscow Mule cocktail.

In the evening, guests were also able to sample Russian tapas and classic vodka cocktails at the Mosko Party.

Helena Zakmane, global brand director of Moskovskaya Vodka, said: “We have created a unique event concept that will be replicated in other key European countries.”

Tullamore Dew

Irish whiskey Tullamore Dew premiered a new advert in the US as part of its global campaign, The Beauty of Blend.

Brand owner William Grant & Sons launched The Beauty of Blend campaign in September 2017. The new advert aims to praise the “virtues of blending, of breaking down barriers, of embracing and celebrating the beauty of us”.

Directed by Valentin Petit, the campaign features 30‐ and 60‐second videos on YouTube, streaming services and on‐demand platforms.

The campaign will include digital, social and out‐of‐home advertising, including displays in New York’s Times Square.

Diageo

As part of its This Round, No Rounds campaign, Diageo launched a film with Hibernian FC captain David Gray and ex‐Scottish international footballer Kenny Miller (pictured).

Diageo, the Scottish Football Association and the two athletes created the new film to challenge the culture of drinking in rounds.

The film was launched to coincide with the fifth round of the Scottish Cup, and highlights the benefits of being a ‘round dodger’ and focuses on keeping the memorable moments of an event memorable.

Gray said: “I ask fans to also pledge their support and commit to not drinking in rounds for this round of the Scottish Cup.”

Loch Lomond Whiskies

Scotch brand Loch Lomond Whiskies has signed a three‐year deal with the Professional Golfers’ Association (PGA) to become the title sponsor of the Scottish PGA Championship.

As part of the deal, Loch Lomond Whiskies will work with the PGA to sponsor monthly medals at golf clubs across the UK and Ireland, giving members the chance to win prizes such as tickets to The 150th Open Championship at St Andrews in 2021.

Participating clubs will receive a Loch Lomond Whiskies starter pack, which will include a selection of Loch Lomond whiskies for members to win and try.

Colin Matthews, Loch Lomond Whiskies CEO, said: “Agreeing this new partnership with the PGA gives us great satisfaction and highlights the continued development of our brand within golf and amongst golfers across the world over the past two years.”

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