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Top marketing moves in April 2022

Sports-based partnerships, art collaborations and televised ads made our round-up of top spirits marketing moves from April.

top marketing moves
Whisky producer Tomatin revealed its campaign for TV and cinema, shot in the Scottish Highlands

April saw a roll out of an array of innovative and exciting steps in the marketing world for spirits brands, from televised campaigns and the creation of signature serves, to sports collaborations.

Big names took action to busy their brand, with Ellie Goulding’s hard seltzer brand Served launching a tree-planting initiative. Music group Swedish House Mafia found itself involved in the creation of Absolut vodka’s signature cocktail at music festival Coachella.

Plus, Nemiroff partnered with British rugby union team Gloucester Rugby, and Cutty Sark ventured into the world of surfing to bring the brand to Surfing England’s competition season this year.

Find our pick of 10 major marketing moves from April below – and for more campaigns, check out our round-up from March.

Martini debuts time Best Shared campaign


Bacardi-owned Martini has launched its Time Best Shared campaign, spotlighting the importance of shared experiences. The campaign has been rolled out across Europe, on digital platforms and TV.

The TV spot, called Shared Memories, features music from Swedish band Tigersgate. Meanwhile, the digital feature, called Shared Connections, highlights the significance of bonds between friends.

Victoria Morris, global vice-president of Martini, said: “At Martini, we understand the importance of time spent with friends: it’s been at the very heart of our brand since it was founded by three friends over 150 years ago.”

Absolut partners with Swedish House Mafia

Pernod Ricard-owned Absolut marked its 10th year as the official vodka of music festival Coachella, and partnered with the group Swedish House Mafia.

The collaboration resulted in the creation of a signature vodka cocktail by the brand and artists, inspired by the latter’s latest album, Paradise Again. The Absolut x Swedish House Mafia Paradise (Again) Paloma was made available at the festival, as well as for consumers at home through a cocktail kit available from for US$54.15.

Five of the kits included tickets for Coachella 2023. Absolut also ventured into the Metaverse with its launch of immersive experience Absolut.Land. Consumers, as avatars, could explore the unique spaces while uncovering interactive features.

Naked Malt offers Aussie staycations

Edrington-owned Naked Malt brought its Live Naked Experience to Australia, a competition that sees winners bag a staycation in the country.

Holidays will be won to Australia’s most ‘iconic’ destinations. The contest invites participants to buy a bottle of Naked Malt to access a promotional code that will lead them to an online quiz.

The quiz will direct the consumer to an active, creative, or relaxed style of getaway, dependent on their answers. The winner will receive a getaway further tailored to their personality, as well as tastings, masterclasses and food pairings to accompany Naked Malt whisky.

Plus, up to 60 people could win a Camplify voucher, which will allow them to have a motorhome holiday anywhere in Australia.

Glen Scotia unveils artwork

Campbeltown-based distillery Glen Scotia has partnered with artist Alice Angus for four new artworks to be unveiled at the Malts Festival.

The Malts Festival, which takes place from 24 to 26 May in Campbeltown, is a three-day celebration of the region. Angus will create a series of artworks about the distillery, which will be showcased at an exhibition called Spirit Safe.

Iain McAlister, master distiller and distillery manager at Glen Scotia, said: “The Campbeltown Malts Festival is a fantastic opportunity for us to highlight what makes the town and our distillery such a remarkable place.

“Between the weather, landscapes, community spirit and Alice’s exceptional artistry, we are looking forward to an exhibition with plenty of Campbeltown character.”

Glen Scotia also plans to produce a batch of limited edition bottles displaying Angus’s artwork.

Tomatin goes cinematic

Scotch whisky producer Tomatin has revealed its To What Matters campaign, designed to remind people of the important aspects of life.

The campaign launched as a film, which was shot in and around Tomatin Distillery, in the Scottish Highlands. It has rolled out on TV and in cinemas, and signals an important milestone for the brand as it approaches its 125th anniversary.

Jennifer Masson, Tomatin’s head of brand, said: “We have very ambitious growth plans for Tomatin Single Malt.”

Nemiroff X Gloucester Rugby


Ukrainian vodka brand Nemiroff is to be served at all bar venues within the Kingsholm Stadium, home of Gloucester Rugby, as part of a new partnership between the vodka brand and the British rugby union team.

The partnership will run until the current rugby season comes to an end in June. Facilitated by family-owned events business Freemans Event Partners, the collaboration aims to boost the exposure of the Ukrainian vodka, globally known for its sports sponsorship, while also growing its presence in the rugby sector and improving the fan experience through bar sales.

Irina Zhygunova, Nemiroff’s chief marketing officer, said: “Through sport people demonstrate courage, bravery and indomitable spirit, which are in Nemiroff’s DNA, as we are a Ukrainian brand.”

Cutty Sark rides the waves

Blended Scotch whisky Cutty Sark partnered with Surfing England to bring the brand’s ‘adventurous’ spirit to life throughout this year’s competition season.

The brand is named after the famous tea clipper that transported the first bottles of booze from the UK to America in Prohibition times.

The blended whisky will act as the means of refreshment for both surfers and spectators at some Surfing England’s events in the southwest of England.

The collaboration also includes a programme of Cutty Sark tastings and activations at the English National Surfing Championships in Cornwall this month, and the English Adaptive Surfing Open at The Wave in Bristol in July.

Puncher’s Chance hits TV screens

Puncher's Chance bourbon

Oregon-based Wolf Spirit has announced the first national marketing campaign for Puncher’s Chance Bourbon, the official Bourbon partner of the Professional Fighter’s League (PFL), entitled Take Your Shot.

The campaign includes the company’s first televised ad, which premiered on ESPN during the live broadcast of the PFL in Arlington, Texas, last month. The ad presents athletes working towards their shot at fame, a nod to the boxing term Puncher’s Chance.

As well as digital and social media advertising, on- and off-premise promotions, public relations, and sponsorship of the PFL, a PFL athlete will serve as a brand ambassador for the spirit.

Campari unveils exclusive lounge space

Campari Group has launched its exclusive Rare Attico, an invite-only space situated on the 28th floor of its Singapore-based headquarters.

Designed with the group’s high-end customers in mind, Rare Attico offers an intimate setting to host and inspire conversations, with one of the rarest 270-degree views of Singapore’s eastern and southern skyline.

Complete with modern and sleek furnishings, and an intimate lounge seating, as well as rare artefacts and releases displayed in handcrafted display cabinets, Rare Attico promises to provide a unique experience alongside a high level of exclusivity to top clientele and trade partners.

Served goes green

Ellie Goulding Served

Singer Ellie Goulding’s hard seltzer brand, Served, is collaborating with bar group Darwin & Wallace and carbon-offsetting platform Ecologi to raise awareness of environmental protection.

Running from Earth Day (22 April) until 31 May this year, the partnership facilitates the planting of trees at sites in Kenya, Madagascar, Mozambique and Uganda for every Served hard seltzer sold in Darwin & Wallace bars.

The number of trees planted will be matched by Ecologi to maximise the campaign’s impact. Dean Ginsberg, co-founder of Served, said: “We are extremely proud to have offset more than 50 tonnes CO2 equivalent and planted more than 1,600 trees in the past 12 months.”

The brand also recently launched in Everyman Cinemas.

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