Top 10 marketing moves in November 2022By Alice Brooker
We’ve uncovered the best marketing pushes of last month, with a short film and K-pop collaboration included.
While big names such as Jameson Irish Whiskey and Johnnie Walker made steps in the marketing world in November, big names in the music, film and sport also made an appearance, from Gorillaz to Gareth Bale.
Glenmorangie and Macallan both turned their attention to screen production, while Loch Lomond took an alternative route, focusing on bread with its bakery partnership.
Keep scrolling for 10 highlights of the latest advertising in the spirits sector last month.
For more marketing moves, take a look at our top marketing picks from September.
Lisa and Chivas Regal go digital
Blended Scotch whisky Chivas Regal has collaborated with K-pop singer Lisa for the second time to feature in the metaverse together.
Named Regal Planet, the virtual reality experience is Chivas’ first entry into the metaverse.
Chivas previously teamed up with Lisa to launch a limited edition bottle with the musical artist. The live ‘immersive’ experience kicked off on 27 November.
Attendees were able to experiment with custom avatars, meet other guests and learn about Chivas’ range of blended whiskies. At the event’s conclusion, Lisa appeared to talk about her ongoing partnership with Chivas and host a Q&A session.
Some guests were able to take a virtual selfie with Lisa.
Second shot at Glenmorangie
Glenmorangie has launched the second instalment of ‘It’s kind of delicious and wonderful’ campaign, shot by acclaimed photographer Miles Aldridge.
The marketing spot was created in partnership with communications agency DDB Paris.
‘It’s kind of delicious and wonderful’ has created six new scenes inviting consumers to enjoy its whisky.
Caspar MacRae, Glenmorangie global marketing and business director, said: “With these new scenes, we’re inviting the viewer to step even deeper into the world of Glenmorangie, where everything is ‘kind of delicious and wonderful’.”
The six new scenes include a hot-air-balloon ride with friends to visit a barbershop, and a trip to a fortune-teller.
Hawksbill set its sight on Germany
Caribbean spiced rum brand Hawksbill has teamed up with German distributor Liquorland Cooperation to expand its availability.
Liquorland Cooperation is based in Hamburg, Germany.
Hawksbill’s collaboration with the distributor will see ‘new and innovative routes’ to both the on-trade and off-trade market for the brand.
Hawksbill is owned by Intercontinental Brands (ICB).
Nick Dunning, head of export at ICB, said: “We are delighted to be partnering with the Liquorland Cooperation, and hope their experience in the German market will provide a direct route for our products into both the local on- and off-trade channels.”
The Hawksbill Caribbean Spiced Rum blends rums sourced from Guyana and Trinidad.
The range consists of three variants, the original Caribbean Spiced Rum, a Mango Spiced Rum, and a Pineapple Spiced Rum.
Jameson lights up Xmas with bottle tree
Pernod Ricard’s Irish Distillers arm has rolled out a Christmas tree made of Jameson Irish whiskey bottles on a limited basis.
The Jameson Whiskey Table-Top Tree is formed from 19 bottles of Jameson Irish whiskey stacked up into a tree-like shape.
The tree measures up to three-feet tall when put together. The bottles slide into a pre-lit wooden stand, and each kit comes with a full bottle of Jameson Black Barrel.
The brand recommends enjoying a Black Barrel cocktail alongside the “extraordinary tree” that retails for US$200 (plus taxes and shipping) on Reserve Bar for the “holiday bundle”.
This year, Jameson added a single pot still expression to its portfolio. The bottling was created by master distiller Kevin O’Gorman using a mash bill of malted and unmalted barley.
It was then triple distilled and matured in a combination of ex-Bourbon and ex-Sherry casks, alongside three virgin oak cask types: American, European and Irish.
Gareth Bales score at Wales’ Penderyn
Penderyn Distillery revealed Welsh footballer Gareth Bale has become a shareholder in the Welsh whisky brand.
Bale will also assume the position of global ambassador for the producer.
He said: “Everyone knows how proud I am to be Welsh, and it is a privilege to be able to invest in and become an ambassador for such an amazing Welsh brand. Penderyn single-handedly revived whisky production in Wales and has become an international success story because of its passion for the product and commitment to quality.”
Bale plays for US football club Los Angeles FC, and the Wales national football team. Penderyn creates single malts and other spirits, and is distributed in more than 50 countries.
Olly Alexander sings with Absolut
Pernod Ricard-owned Absolut has introduced The Absolut Choir, led by Years and Years singer Olly Alexander, to inspire change.
The choir was set up to “raise the voice of inspiring changemakers, pioneers and creatives” across the UK.
Alexander said: “When Absolut came to me with this project I instantly had so many ideas, from working with the TCC and Trans Voices to re-recording Shine, I wanted The Absolut Choir to be entirely inclusive. I can genuinely say this has been one of the most diverse productions I have ever been involved in.”
The three-week media campaign aimed to turn up the volume on a variety of causes and conversations, including body positivity, disability awareness and equal rights.
The choir included transgender rights advocate Kenny Ethan Jones, disability champion Sian Lord, and more.
Loch Lomond bakes up a new campaign
Scotch distiller Loch Lomond Whiskies unveiled its Remarkable Makers campaign with a partnership with London bakery, Bread Ahead.
The Remarkable Makers campaign will see Loch Lomond partner with artisans from other industries to uncover the whisky-making process.
The partnership with Bread Ahead has been designed to showcase the parallels of whisky and bread making, and highlight the influence of yeast in whisky production.
Michael Henry, Loch Lomond Whiskies’ master blender, said: “We are setting out to work with a collection of Remarkable Makers from other industries, and by doing so, we hope to lift the curtain on whisky making, educating consumers in a new way.”
Smirnoff and Gorillaz go to class
Diageo-owned Smirnoff teamed up with English band Gorillaz to livestream a vodka cocktail masterclass with virtual member Murdoc Niccals.
Gorillaz is a virtual band, and includes four fictional members – Niccals, Russel Hobbs, 2D and Noodle.
Niccals and Smirnoff brought a ‘first-of-its-kind experience’ to fans in November through YouTube.
The band member interacted live with viewers and explained the process of creating his cocktail, the Vodka Murdini.
Mark Jarman, head of Smirnoff GB, said: “When we blend our creativity with our partners, we create innovative and disruptive new experiences for audiences to enjoy. This masterclass is a true testament to the endless possibilities that arise from embracing the true power of originality.”
It is the second marketing move made with Gorillaz for the brand, as they previously teamed up to create cocktails in October.
Johnnie Walker sees in new year
Diageo-owned Johnnie Walker has collaborated with designer Angel Chen to produce a limited edition Johnnie Walker Blue Label bottle for Chinese New Year.
Shanghai-based Chen designed the Scotch whisky bottle to celebrate the Year of the Rabbit, which begins on 22 January 2023.
Chen said: “There’s a defiant energy to my illustrations that bring to life the vibrant spirit of the rabbit as it leaps across the design, symbolising how we need to keep moving forward, spreading goodness throughout the year to come.”
The rabbit symbolises mercy, elegance and beauty, as well as longevity in traditional Asian culture. Chen has depicted prancing rabbits bounding among mountain peaks.
Macallan screens history
The Macallan has unveiled a short film celebrating the life of its former managing director Janet ‘Nettie’ Harbinson.
Harbinson was the woman behind its single malt whisky, The Macallan Fine & Rare 1926, which went on to be the “most valuable bottle of wine or spirit ever sold at auction”.
Jaume Ferras, global creative director for The Macallan, and a producer of the film, said: “We uncovered Janet Harbinson’s story when researching the background to The Macallan Fine & Rare 1926, and we knew we had to share it as soon as we learned of her role in its distillation and maturation, as well as the deep influence she had on the future development of the brand.”