From singer Usher’s partnership with Rémy Martin to White Claw’s ‘frost-fuelled’ billboard installation, these are the most exciting spirits marketing initiatives from last month.

With the scorching heat hitting parts of Europe in July, a number of spirits brands jumped at the chance to quench consumers’ thirst – or offer a frosted billboard wall to commuters, in the case of hard seltzer brand White Claw.

Celebrity partnerships with drinks brands continued in July, with the likes of famous chef Gina D’Acampo and Usher becoming the latest stars in spirits marketing.

Plus, brands partnered with distribution firms to spread their global presence: expect to be seeing more of Sir Edmond gin, Tobago Gold rum liqueur, or even Moth’s canned cocktails if you’re taking a flight this summer.

To scope out what’s happening in the world of spirits advertising, we rounded up 10 of the best initiatives to launch last month.

For more marketing moves, take a look at our top marketing picks from June.

Franklin & Sons offers drinks kits

Franklin & Sons and Patrón provided more than 700 free cocktail kits for UK consumers to celebrate National Tequila Day (24 July).

The mixer maker teamed up with the Tequila brand offered £10,000 (US$11,861) worth of free Tequila-based cocktail kits to UK residents via an online giveaway.

The kits comprised Franklin & Sons’ Pink Grapefruit Soda for mixing in a Paloma cocktail.

Sam Coles, senior brand manager at Franklin & Sons, said: “It’s been fantastic to see the Paloma cocktail rise in popularity across the UK over the past year.”

Sir Edmond Gin grows in Europe

Dutch brand Sir Edmond Gin has expanded its presence in Europe with new partnerships in Slovakia and in travel retail.

Sir Edmond will be rolling out to more consumers thanks to a distribution deal in Slovakia, and a travel retail listing with Gebr Heinemann.

In Slovakia, the gin brand will be managed by Svet Nápojov, one of Slovakia’s leading spirits distributors. According to Sir Edmond, the company has a significant presence in the market, with the distributor also operating its own stores and an e-commerce platform.

Plus, Sir Edmond’s Bourbon vanilla-infused gin will be rolled out further in European travel retail by Gebr Heinemann.

Sir Edmond Gin will also be available online through Gebr Heinemann’s website.

Lawrenny Estate lands Masterchef final

Tasmanian whisky producer Lawrenny Estate Distillery has been selected as the location for TV show Masterchef’s final.

The show saw its contestants challenged to incorporate Lawrenny’s single malt whisky or Highlands Gin into their dishes, before serving the judges seated within the Lawrenny bond store.

Masterchef Australia is aired in many countries including India and across the UK.

White Claw encourages Londoners to chill

Mark Anthony Brands-owned White Claw installed a six-metre wide ‘frost-fuelled’ billboard in London, offering commuters the ‘ultimate cool down’ during July’s heat wave.

In the week starting 18 July, temperatures in the UK exceeded 40°C.

The hard seltzer brand aimed to ease the scorching conditions for Londoners with its temporary billboard structure in Redchurch Street, Shoreditch, built with specially-designed cooling strips, heat-proof paint, and touch-activated, gel-centred cooling mats that work by absorbing the body heat of people interacting with the board.

The billboard also featured a thermometer, with people encouraged to ‘hug the mural’.

Michael Dean, head of marketing at White Claw UK, said: “With record-breaking temperatures, we wanted to give Londoners a much-needed moment of light refreshment.”

Tobago Gold to enter UK with Skylark Spirits

Caribbean rum liqueur brand Tobago Gold has teamed up with distributor Skylark Spirits to launch in the UK.

Launched by Lars Söderström in 2020, the Caribbean chocolate rum cream liqueur clocks in at 17% ABV.

It is a blend of rum, Trinitario and Criollo cocoas, and spices.

“Skylark are very well-known rum specialists in the UK and beyond, and as Tobago Gold is steeped in the Caribbean rum and cocoa tradition, I have full trust in their ability to position our rum cream in the best way on the market,” said Helena Zakmane, commercial director of Tobago Gold.

“We have a lot planned for the coming months to make sure Tobago Gold is visible and active in one of the most exciting and dynamic spirits markets in the world – the UK.”

Havana Club signs up Burna Boy

Pernod Ricard-owned Havana Club has collaborated with Grammy-winning Nigerian artist Burna Boy to create a limited edition bottle.

The Cuban rum brand and Twice as Tall singer have partnered as part of the brand’s endeavours to support artists and celebrate generational voices.

The marketing move sees traditional cultural headgear worn in South Nigeria inspired the limited edition Havana Club 7 bottle.

The bottle features tassels on the front label, and a multi-coloured ‘aso oke’ background, a hand-woven cloth created by the Yoruba people of West Africa.

The bottle will be available throughout the summer in countries including Cuba, Germany, Spain, Greece, the Netherlands, Ireland and the UK.

Rooster Rojo Tequila gets bus-y

Amber Beverage UK has collaborated with pop-up bar Skybar to introduce its Rooster Rojo Tequila branded ‘bar bus’.

The Tequila bus will be touring the southwest of England, alongside the pop-up, to bring two Tequila signature serves to festivals.

Tina Connolly, senior brand manager at Amber Beverage UK, said: “Rooster Rojo will be making a big impact in the southwest this summer. We have customised a huge vehicle rather elegantly, and the ‘Roostermobile’ will be driven to a range of events in the southwest, and also make appearances at the Foodies Festivals in Glasgow and Edinburgh in August, and at London Cocktail Week in the autumn.

“The Skybar events are a cross between the VIP area at a festival and a beach club, the difference being that, at these, every person is a VIP.

Serves will include: frozen Margaritas using reposado or blanco Rooster Rojo; and a Pink Paloma, mixed using Rooster Rojo Blanco.

Rémy Martin ushers in Cognac

French brand Rémy Martin has collaborated with American R&B singer Usher to create a new Cognac and multi-sensory experience in Las Vegas, US.

The Usher X Rémy Martin 1738: A Taste of Passion campaign includes an Accord Royal bottle named Usher X 1738 AI Powered, and an immersive experience that accompanies the singer’s residency in Las Vegas.

Only 50 bottles of the Cognac have been created.

“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” said Usher. “I leaned into the exemplary Rémy Martin 1738 Accord Royal that flowed through me, and am so impressed by the visuals that came out of the AI process – they truly represent the medley of tasting notes captured in the flavour.”

Moth Margarita takes to skies

Premium ready-to-drink (RTD) cocktail brand Moth has partnered with British Airways to launch its canned Margarita on the airline’s short-haul flights to and from the UK.

Moth’s Margarita is made with Enemigo Tequila, triple sec, and lime juice.

The drink can be bought for £5.80 (US$6.94) per 125ml can.

Rob Wallis, co-founder of Moth Drinks, said: “We’re really excited to be launching our Moth Margarita on all British Airways’ short-haul flights.”

Moth’s launch into British Airways comes shortly after securing UK nationwide listings in Tesco, Sainsbury’s, and WH Smith, plus Waitrose, where it launched in 2021.

Ginato signs TV chef

Italian celebrity chef Gino D’Acampo has been named maestro del gusto (master of flavour) by gin brand Ginato it in latest marketing moves.

The partnership will see D’Acampo create Italian food recipes to pair with Kirker Greer Spirits-owned Ginato cocktail recipes, as well as working with the brand to develop new Ginato variants.

The TV chef said: “Italians have a passion for great-quality produce, and this is everything that Ginato Gin embodies – it is an interesting concept, especially with the addition of the Pinot Grigio grape. This innovation, plus the superb taste, is what attracted me to working with the brand.”

The gin is produced using Pinot Grigio grapes sourced from northern Italy.