From stashing diamonds in bottle corks to a partnership with White Lotus star Aubrey Plaza, spirits brands took creativity to new heights in June.

Last month saw a number of exciting marketing moves from brands, as partnerships with summer festivals and distributors saw spirits boosting their presence in a number of ways.

UK distillery Bimber broke a world record for a single malt reaching the highest summit, while Martini celebrated its 160th anniversary with a stylish campaign.

Scroll on for the marketing moves that stood out in June.

For more marketing round-ups, check out the top 10 list from May.

Nemiroff adds Whyte & Mackay

Ukrainian vodka brand Nemiroff has appointed single-malt whisky producer Whyte & Mackay as a strategic partner for the UK and Ireland.

The partnership will enable Nemiroff to strengthen its position as a “leading player” in the spirits industry.

Nemiroff CEO Yuriy Sorochynskiy said: “This partnership will allow us to give UK consumers the opportunity to experience a product we have been passionately creating since 1872.”

Mike Greggs, Whyte and Mackay managing director, Europe & global travel retail, said: “We recognise in Nemiroff a shared ethos between us as spirits makers – a commitment to excellence. Nemiroff has built an enviable position.”

Whitley Neill prize sparkles

Halewood Artisanal Spirits’ Whitley Neill Gin has hidden £25,000 (US$31,855) worth of diamonds in its bottles to provide UK consumers with “heirlooms to pass on”.

The brand cited research from OnePoll, which found that 43% of UK-based adults don’t leave heirlooms to family and friends.

In an attempt to ‘reignite’ this tradition, and mark eight generations of its own distilling heritage, the gin brand has revealed it is hiding diamonds within bottles of its Distiller’s Cut London Dry Gin.

Those who find one of the 15 hidden diamond engravings in the bottle corks of Distiller’s Cut Gin will win an ethical diamond with a minimum carat of 0.4. Whitley Neill will also be offering a complimentary jewellery service to winners.

The Distiller’s Cut Diamond prizes can be won until the end of August.

VK van puts alco-lollies on ice

Global Brands-owned VK has launched the UK’s ‘first’ alco-popiscle van in London, with a later feature planned in Liverpool in July. The ready-to-drink brand rolled out its VK Ices Tour at Potters Fields Park on 22 June, providing alcoholic ice popsicles made with two flavours – VK Blue and VK Orange & Passionfruit.

The van can hold 8,000 lollies, which each have an ABV of 4%.

Free VK merchandise was also handed out. The van will also pop-up on 7 July in Liverpool at event venue Content. Charlie Leaver, head of brand at Global Brands, said: “We are thrilled to reveal the first appearance of our alcoholic VK Ices Van, and this is the first ever chance to try our limited edition VK Ices. These alcoholic ice-lollies are made with all of the fruity fun and vibes of two of our best-selling flavours.”

Mintis targets home country

Italian gin brand Mintis has committed to boosting its presence in its home country, having partnered with distributor GS Distribuzione Italia to accelerate its growth.

Launched in 2021, Mintis Gin is now available in 29 countries, including Austria, Bulgaria, and Croatia.

Mintis Gin co-founder Stepan Stanek said: “We are excited to work with GS Distribuzione Italia to accelerate the growth in the home country of Mintis Gin over the coming years. We are delighted to have found a partner that will focus on the brand, and that prizes independence, inspiration and uniqueness as much as we do.”

The brand’s portfolio comprises four expressions: Originale, made with mint and lemons; Clementine, crafted with clementines and mint; Amarena Cherry, which sees dark cherries distilled with mint; and Blackcurrant, which also includes a ‘hint of mint freshness’.

Martini marks 160th birthday

Bacardi-owned Martini has unveiled a marketing campaign to mark its 160th anniversary.

The 160 Years of Italian Taste advertising campaign will “open the gates to the world of Martini” to consumers by drawing inspiration from its “legacy as a symbol of Italian style and culture”, according to the brand. Martini was founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi.

Victoria Morris, vice-president, Martini, said: “This is the year of Martini, and we’re taking our celebration across the globe with 160 Years of Italian Taste. Martini has always been at the forefront of Italian style.”

The campaign will run via advertising and social media platforms.

Music to White Claw’s ears

Mark Anthony Brands-owned White Claw is expanding its festival presence with activations at UK music festivals, including London’s British Summer Time (BST) Hyde Park.

The hard seltzer brand has partnered with BST and All Points East, and has a 60-date line-up at festivals in the UK, aiming to become the “festival drink of choice”.

BST Hyde Park is taking place until 9 July, and White Claw is hosting its Shore Club bar experience there, fitted with a four-dimensional wave experience, beach club seating, and a raised viewing floor.

The brand will also be present at Dockyards from 8 to 15 July; Junction 2 on 21-22 July; All Points East from 18 to 28 August; and Fly Open Air on 16-17 September.

Michael Dean, marketing director UK at White Claw, said: “White Claw is the perfect match for festivals.”

Aubrey Plaza joins Cointreau

French drinks group Rémy Cointreau has collaborated with Parks and Recreation actor Aubrey Plaza to showcase its orange liqueur brand Cointreau in a Margarita cocktail.

The new campaign plays on the idea of enjoying a Margarita the ‘MargaRight’ way, as opposed to the ‘MargaWrong’ way.

The campaign has produced two 30-second spots, one of which features Plaza scolding a guest for bring a giant pre-mixed Margarita cocktail.

“Cointreau has a history of cinematic storytelling, with continued investment in marketing and partnerships with top-tier celebrity talent, now including Aubrey Plaza,” said Nicolas Beckers, president and CEO at Rémy Cointreau America.

Bimber hits the heights

The UK’s Bimber Distillery has set the record for a single malt reaching the highest summit, with its whisky landing at the peak of Mount Lhotse in Nepal.

In May, Philip Pinchin, founding member of Bimber Distillery, began his climb of Lhotse to raise funds for medical charity Cobalt.

Bimber supported this endeavour by creating a whisky made from a “unique marriage” of three cask types, including some of the distillery’s oldest and finest stock, for the climbing team to take to the top.

The Lhotse Challenge 2023 bottling arrived on the summit of the mountain on 24 May at a height of 8,516 metres, which exceeds the previous record by more than 2,000 metres.

Buffalo Trace tees off golf sponsorship

Kentucky distillery Buffalo Trace has teamed up with the DP World Tour to become the sponsor of three UK golf tournaments, including the Scottish Open.

Owned by Sazerac, the whiskey maker will back three events in the 2023 schedule as part of the DP World Tour, also known as the European tour. It is the leading men’s professional golf tour in Europe.

Andrew Duncan, global director of American whiskey at Buffalo Trace Distillery, said: “We invite golf fans all over the globe to celebrate the world’s best players on a global stage by joining Buffalo Trace Distillery on the 19th hole for a pour of whiskey.”

The time is now for Absolut Tomorrowland

Vodka brand Absolut created a limited edition bottle in partnership with Belgium’s electronic dance festival Tomorrowland.

The creation of the new bottle design marks the partners’ first on-site activation at the festival, a campaign named United We Dance.

The revamped look is said to symbolise the festival spirit of ‘unlimited freedom’, with red and orange butterflies that visualise the positive change, and the ‘new beginnings’ that the festival brings.

The bottle will also display a QR code for consumers in Belgium, the Netherlands, Luxembourg, and Malta to enter the Absolut Drop It Challenge, and features a bespoke audio track and video template for entrants to record dance content and use the hashtag #UnitedWeDance.

The bottles are available in Germany, Belgium, Spain, France, Poland, Netherlands, Switzerland, Estonia, Dominican Republic, Slovakia, Serbia, Montenegro, Malta, Lebanon, Israel, Cyprus, Brazil, and The UAE.