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Top 10 spirits marketing moves in January 2021

Some of the biggest marketing initiatives from the start of 2021 included a virtual gig series from Jameson, Jim Beam’s Highball push and Seedlip’s sustainability platform.

Jim Beam promotes its signature Highball serve in a new campaign
Jim Beam promotes its signature Highball serve in a new campaign

January 2021 saw spirits brands continue to reveal their latest marketing efforts, including new sponsorship deals from Scotch producers Loch Lomond and Glen Scotia.

Meanwhile, alcohol-free ‘spirit’ Seedlip unveiled its new We Are Nature platform as the brand seeks to meet a number of environmental goals.

Irish whiskey brand Jameson pledged its support to struggling musicians with its new online gig series, while Martin Miller’s Gin launched a campaign inspired by the brand’s founder.

Over the following pages, we name our pick of the top marketing initiatives launched in January 2021. 

Three Cents

Premium producer Three Cents has launched a campaign inspired by its Greek origins. The Three Cents Unleash the Bubble campaign launched with a two‐minute film that was inspired by the inception of the mixer producer in Greece.

The advert follows an ‘ambitious young man’ as he attends an international conference on soft drinks production, where he showcases his latest creation, a grapefruit soda.

Initially launched in Greece, the fully integrated marketing campaign will be rolled out across Three Cents’ other global markets throughout 2021.

Jameson

Irish Distillers‐owned Jameson partnered with Sofar Sounds to support struggling musicians through a series of free virtual gigs.

The Seen & Heard series aimed to highlight and support musicians during a challenging year for the live music industry. Through the series, Sofar’s online Listening Room provided 15 new artists with the chance to perform virtually.

Every night for two weeks, a different UK artist was profiled in a 20‐minute set. The performances were recorded before the latest lockdown.

The line‐up of artists included Otis Mensah from Sheffield, Birmingham‐based band IMO, and Tiërny, a Liverpool‐based alternative‐pop poet.

All performances and interview content were broadcast live on YouTube, backed by social posts on Instagram and Facebook.

Nemiroff

Nemiroff Vodka hosted the second instalment of the Digestive Fest to highlight the versatility its De Luxe Honey Pepper bottling. The second Nemiroff Digestive Festival was held between 18 December and 7 January in major cities in Ukraine.

Targeting the winter ski season, the activation saw more than 40 restaurants and bars serve Nemiroff De Luxe Honey Pepper drinks to guests. According to the brand, more than 15,000 guests attended Nemiroff Digestive Festival 2.0.

The event boosted mass trials of the product, influenced seasonal sales and increased awareness of Nemiroff De Luxe Honey Pepper.

Nemiroff De Luxe Honey Pepper vodka is made with a blend of chilli pepper, natural honey and a mixture of spices and herbs.

Martin Miller’s

Zamora Company‐owned Martin Miller’s Gin launched a campaign inspired by the brand’s founder. The campaign is said to showcase Martin Miller’s ‘artistic soul, entrepreneurial attitude and obsession’ through its tagline, ‘From Madness to Genius’.

The campaign launched in February and features a series of creatives inspired by the Surrealist movement. Each artwork in the series incorporates a red dotted line to represent transformation, highlighting Miller’s journey from vision to the final product.

To accompany the campaign, Martin Miller’s launched a new website featuring interactive touchpoints, and updated its social media strategy.

Robert Eastham, global sales and marketing director, said: “This marks a new beginning for the global Martin Miller’s Gin business.”

Glen Scotia

Campbeltown Scotch whisky maker Glen Scotia has agreed a sponsorship deal with the Great British Entrepreneur Awards. Glen Scotia will become the Great British Entrepreneur Awards’ (GBEA) entrepreneurial spirit partner, and will sponsor the Entrepreneurial Spirit Award.

John Grieveson, chief marketing officer at Glen Scotia, said: “The early entrepreneurial spirit shown by our founders in 1832 is embedded in Glen Scotia’s DNA. We’re proud to be one of the three surviving distilleries from this boom‐town era, which has only been achieved by our ability to innovate and adapt the business over the centuries.

“Our new partnership with the GBEA is therefore very fitting, and we are very much looking forward to working with them to support the new generation of British entrepreneurs.”

The GBEA was founded in 2013 to award entrepreneurs and businesses in the UK.

Double Dutch

Double-Dutch-mentoring

Tonic water and mixer maker Double Dutch has been appointed the official tonic partner of hospitality group Soho House & Co.

Through the partnership, Double Dutch tonics and flavoured mixers will be available in Soho House venues around the world, including Soho House restaurants, bedrooms, cinemas and workspaces.

Raissa de Haas, co‐founder of Double Dutch, said: “As members of Soho House, my sister Joyce and I are really excited to now see our drinks behind these wonderful bars and being used by some of the group’s best bartenders from Hong Kong to The Cotswolds.”

Jim Beam

Bourbon brand Jim Beam has launched a campaign to promote its signature Highball serve as an alternative for ‘bored beer fans’. The new campaign has gone live in the US and encourages drinkers to order the Jim Beam Highball when they’re looking for a ‘light and refreshing’ option instead of a beer.

The Highball drink is made by mixing Jim Beam Bourbon with ice and ginger ale. The campaign first aired on 4 January with a TV spot titled ‘Need a Break From Beer’.

The advert featured ‘classic beer tropes’, including a traditionally dressed German couple ordering a Bavarian‐style hefeweizen, a man pushing a ‘dark, heavy brew’, and a pair of hipsters offering an India pale ale.

The campaign will air throughout 2021 on more than 20 national TV networks, including MLB Network, ESPN2, AMC, Comedy Central, ABC, Fox and NBC.

Seedlip

Alcohol-free ‘spirit’ maker Seedlip launched its We Are Nature platform to outline its commitments to driving positive environmental change.

The campaign highlights the brand’s three nature resolutions, which include joining the 1% for the Planet scheme, gaining B‐Corp certification, and becoming a carbon‐neutral producer by the end of 2022.

Ben Branson, founder of Seedlip, said: “As a species, human beings have forgotten that we are all part of nature and to live more harmoniously with it we first must be reminded of how wonderful it is. Seedlip sources the best ingredients from nature to make delicious drinks. There is therefore no choice but to do our best to inspire as many people as possible to fall in love with the natural world.”

Loch Lomond

Scotch whisky producer Loch Lomond agreed a three‐year global partnership with the annual Pro 14 Rugby competition. The sponsorship will see Loch Lomond become the official spirit of rugby union competition Pro 14 Rugby.

As part of the agreement, Loch Lomond will showcase its single malts range at match venues and digitally throughout the season. The company’s logo will also feature on match officials’ shirts and on digital pitches.

Loch Lomond will also support initiatives aimed at keeping fans engaged with the competition.

Loch Lomond will also work with the clubs to donate part of its profits to charities across the UK, Ireland and Italy.

Nusa Caña

Indonesian rum brand Nusa Caña has turned to investment platform Crowdcube to raise £400,000 (US$548,000) to support its growth.

Founded by Marc Rodrigues, Joe Milner and Andy Gaunt in 2015, Nusa Caña aims to collect £400,000 through crowdfunding to help grow volumes in the UK’s physical and online retail channels, and build brand awareness through event‐ and brand‐based digital marketing.

Rodrigues, managing director of Nusa Caña, said: “Indonesia’s part in the story of cane spirits, and therefore rum, is both compelling and valid. Our vision in launching the Nusa Caña brand is to bring back this forgotten story of Indonesian rum.” Keep an eye on The Spirits Business’ website and social media in mid‐February for a link to the crowdfunding site.

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