From celebrity partnerships to exclusive apparel collaborations, spirits brands cranked up the creativity in July with these innovative marketing moves.

While some brands began utilising the world of virtual reality last month, others looked to the reality of packaging’s impact on our planet.

Meanwhile, one brand decided to spend its summer in the Hamptons, and another shone a light on the colourful world of cocktails.

Keep reading to learn about the other creative activations that made our list of the top 10 marketing moves in July.

Desolas heads to the Hamptons

Mezcal brand Desolas has entered a number of partnerships in the Hamptons, New York, to feature on cocktail menus. Desolas will feature on cocktail menus at The Surf Lodge, and feature in activations and events at Kissaki Hospitality Group’s venues, including Japanese restaurant Kassaki in Water Mill, and East Hampton Japanese-Italian concept O by Kissaki.

Events scheduled by O by Kissaki include its new Disc-O Pitstop Friday series, which will serve a selection of Desolas cocktails. GG Mirvis, founder and CEO of Desolas Mezcal, said: “With mezcal’s on-premise popularity on the rise, we are proud to bring Desolas to these summertime destinations.” The partnership with The Surf Lodge follows a ‘successful’ ski partnership with the venue’s sister property, The Snow Lodge in Aspen.

Brockmans Kiss has a vision

Premium gin brand Brockmans has partnered with London drinks venue Mr Fogg’s to launch an immersive virtual reality (VR) cocktail experience. Guests will be provided with VR headsets so they can enjoy views of Cornwall, UK, while sipping on Brockmans Orange Kiss cocktails.

The headset will display 360-degree scenes of St Michael’s Mount, Botallack Mines, and Land’s End. The drinks are served in ‘sunset-inspired’ glasses to provide the ‘perfect sundowner’ moment, while the menu is presented as a map named Mr Fogg’s Sunset Seeking Adventures.

Brockmans Orange Kiss is made using the flavours of triple sec and fresh Valencia oranges with traditional gin botanicals.

De Kuyper unlocks taste

Dutch liqueur brand De Kuyper has created a campaign in the UK that pairs cocktails with moods and occasions. Colourful Cocktail Vibes aims to inspire consumers to “find their perfect serve for any occasion”. Consumers visiting Stonegate, Marstons, and Mitchells & Butlers venues are invited to discover their “colourful cocktail vibe” through a personalised quiz.

Accessible on menus and online, the quiz has been designed to ‘unlock’ the cocktail personality of drinkers, matching their mood and occasion with a recommended De Kuyper serve. Godelief van Erve, De Kuyper global marketing director, said: “Whether it’s a refreshing Blue Lagoon, a sophisticated Kir Royale, or fruity Passionfruit Martini, there’s a serve to suit everyone’s cocktail vibe.”

Bruichladdich pack cuts emissions

Islay distillery Bruichladdich has teamed up with Swiss artist Simon Berger to relaunch the The Classic Laddie’s packaging, which has cut the whisky’s carbon emissions by 65%. The new design is 32% lighter than the previous bottle, and is made with 60% recycled glass.

The lighter weight means there will be fewer distribution vehicles on the road, as more bottles can be transported per pallet. The producer has also removed the secondary tin, which generated more than 1kg of carbon dioxide alone. Previously consumers could opt out of ordering secondary packaging, but this option has now been removed altogether.

Berger said: “Partnering with Bruichladdich Distillery to re-launch The Classic Laddie bottle, which gives glass a second life, felt like a perfect match.”

RZA goes on the record with Ballantine’s

Scotch whisky brand Ballantine’s has teamed up with Wu-Tang Clan frontman RZA to produce a limited edition record player. RZA (Robert Fitzgerald Diggs) has worked with Pernod Ricard-owned Ballantines to mark hip-hop’s 50th anniversary this year. The record player’s release also coincides with the 30th anniversary of the American hip-hop group’s debut album, Enter the Wu-Tang (36 Chambers).

RZA said: “When I was up in the Highlands with Ballantine’s, I came to realise that making whisky is like making a song – you need the right amount of sweetness and punch to make a good blend.”

For the the Ballantine’s x RZA Crosley record player visit ballantines.com/RZA. RRP €275 (US$303).

Jameson dresses up with Dickies

Irish whiskey brand Jameson has teamed up with workwear company Dickies to produce apparel, accessories, and a limited edition bottle. The collaboration, called Crafted Together, has launched in 26 markets, and consists of signature pieces such as the ‘iconic’ Dickies Eisenhower Jacket, overalls, beanies, caps, and more.

To mark the launch, pop-up stores opened in New York City and London. A new bespoke graphic, featured on the clothing, was created by the duo, which plays homage to the original Jameson Barrelman icon linked to the brand since the 1700s.

Mataroa gets in the mix with tonics

Greek brand Mataroa Mediterranean Dry Gin has been selected for a project to explore the art of gin and tonic serves. The gin brand joined The Juniper Meetings Project for its first week, from 23-29 July.

The project runs for eight weeks in Greece, and explores premium gins with tonics. Dimitris Kiakos (pictured), co-owner of Athens cocktail bar Tolokali, served Mataroa G&Ts. These included Mataroa mixed with tonic water, vanilla, pink grapefruit, and Sichuan pepper, and a second cocktail that saw a blend of the brand’s pink gin, tonic water, fresh blueberries, and spicy cranberry bitters. On 26 July, the head bartender of Bulgari Bar Dubai served Mataroa Gin cocktails at Hilton-owned The Royal Senses Resort & Spa in Crete, Greece.

Havana Club calls on Headie

Pernod Ricard-owned Havana Club has collaborated with lifestyle brand Places+Faces to create a limited edition bottle and merchandise. The rum brand’s capsule collection is fronted by British rapper Headie One, real name Irving Ampofo Adjei, and model Ming Savannah, to celebrate Places+Faces’ 10th anniversary.

The limited edition Havana Club 7 bottle is inspired by the colours of Havana in Cuba. Places+Faces was founded in 2013 by Imran Ciesay and Solomon Boyede, and encompasses photography, streetwear and nightlife experiences.

The limited edition Havana Club 7 bottle can be purchased from UK convenience stores and in select supermarkets.

Charter adds Milk & Honey

UK spirits distributor Charter Brands has expanded its portfolio to include Milk & Honey Distillery’s (M&H) world whiskies.

M&H is Israel’s first whisky distillery, and was founded in 2013. With the new partnership, Charter Brands is looking to build on its “reputation as a trusted supplier” of premium spirits. Matt Ashton-Melia, managing director at Charter Brands, said: “For M&H to trust Charter Brands in helping build its international footprint is testament to the team’s hard work in recent years. To add M&H to Agitator Whisky, which we’ve already been successful in launching across five key markets, puts us in a fantastic position to deliver our sales projections and sustain our growth trajectory.”

Altamura calls on Drinks One

Drinks One has been named as the exclusive distributor of Altamura Distilleries in the UK, and has introduced the producer’s premium vodka to the market.

The vodka has been 100% crafted from ancient grains from the Altamura region and surrounding communes of Puglia, Italy, for more than two millennia. Altamura Vodka has been designed for vodka and Martini enthusiasts. The brand’s founder, Frank Grillo, said: “Altamura Vodka represents a state of mind – a world made of people who love to share and embrace life fully. It embodies strength, elegance, and intensity, yet delivers a smooth tasting experience like no other. We are confident that UK consumers will fall in love with our vodka.”