From charitable projects to luxury fashion collaborations, spirits brands turned up their innovation levels in August to catch consumers’ attention.

While one Tequila brand focused on the democratisation of the category, another celebrated becoming an official sponsor of one of the biggest tennis tournaments in the world.

Meanwhile, limited edition bottles were created in collaboration with boundary-breaking artists and globally renowned sports teams.

Keep scrolling to find out what else made our list of the top 10 marketing moves from August.

El Jimador taps into Reserved

Brown-Forman-owned El Jimador has unveiled a new global campaign, Reserved for Everyone, which aims to “democratise” high-quality Tequila.

The new push seeks to highlight the brand’s “premium quality and inclusivity”. In the UK, the campaign kicked off with out-of-home advertising in 320 sites in London, Brighton, and Edinburgh. During the Edinburgh Festival Fringe (4-28 August), El Jimador hosted a month-long activation, offering frozen Margaritas and Palomas to visitors.

Reserved for Everyone will be supported by digital and social activity, with the brand working with “diverse” UK influencers on Instagram.

It’s time for Flor de Caña

Nicaraguan rum brand Flor de Caña has partnered with Swiss luxury watch maker Breitling in the Netherlands.

Fair Trade-certified Flor de Caña is imported and distributed in the Netherlands by Anker Amsterdam Spirits, which plans to build the rum brand throughout the country’s on- and off-trade markets by creating “unforgettable brand experiences”.

The collaboration with Breitling kicked off with an event at beach club Republiek Bloemendaal on the coast of the Netherlands, near Haarlem, at the start of July. The four-day event featured rum tastings from Flor de Caña brand ambassadors Antonio Oliveira (Western Europe and UK) and Maurice Overbeek, who looks after the Netherlands.

For the event, the two brands created the Breitling Sea Cocktail, which combined Flor de Caña 12 Years Old with watermelon juice and sparkling water.

Flor de Caña and Breitling will work together on in-store activations, events, and masterclasses in the Netherlands throughout the year.

MacLeans row into clean water

Whisky writer Charles MacLean MBE and his three sons established a charity dedicated to clean water projects in August. MacLean’s sons, Ewan, Jamie and Lachlan, became the first team of brothers to row any ocean, as well as the fastest and youngest trio to row across the Atlantic.

The Maclean Foundation will fund clean water projects through adventures and collaborations with the whisky industry – starting with the brothers attempting to row, run and cycle between all of the Scottish malt whisky distilleries that currently sell whisky. They will independently bottle and sell donated casks to fund clean water projects.

Sir Edmond Gin partners with African charity

Dutch brand Sir Edmond Gin will offer a donation to the African Wildlife Foundation (AWF) for every bottle it sells. The AWF is an African conservation organisation that focuses on creating opportunities for wildlife and people.

The brand said its name means ‘protector’, while its gin is inspired by nature, and uses plants and herbs to make the spirit. Dominique Makatita, co-founder of Sir Edmond Gin, said: “Since its establishment in 1961, AWF has been tirelessly focused on combating wildlife trafficking at every stage. Its strategy encompasses reducing opportunities for wildlife trafficking, improving detection capabilities, and strengthening prosecutorial capacity.”

In August, we rounded up 10 spirits brands that support conservation projects.

Chivas Regal scores with AGR

Blended Scotch whisky Chivas Regal has collaborated with luxury knitwear brand AGR to create a three-piece capsule collection.

The line aims to showcase the whisky brand’s goal to “raise the game” by uniting and celebrating football communities via cultural moments and collaborations. Alicia Robinson, founder and designer of AGR, said: “Collaborating with Chivas on a collection that breaks boundaries by giving football culture a modern twist was a no-brainer.

This three-piece collection is about bringing people together through a shared passion, and allowing them to express their love of the game through their own style.” The collection has been made mostly from upcycling deadstock fabrics from vintage football jerseys.

Jack Daniel’s speeds ahead

The McLaren Formula 1 team has partnered with Jack Daniel’s to create a limited edition bottle for its flagship Tennessee whiskey.

Limited to 2,000 cases, the McLaren x Jack Daniel’s bottle will launch in select international markets. It is available to buy in Australia from Dan Murphy’s, Liquorland, First Choice, Boozebud and other independent retailers.

The bottle will retail for RRP AU$80 (US$53) per 700ml. Oliver Maruda, co-founder Australian online whisky retailer, The Whisky List, said: “Despite our small population, Australia is the third-largest export market for US whiskey.”

Absolut teams up with Ross

Pernod Ricard-owned Absolut Vodka has teamed up with designer Dr Samuel Ross to create a limited edition bottle in China.

The brand said the London-born artist’s “boundary-breaking” designs are inspired by class, inclusivity, and urban life. The collaborative project, called Absolut x SR_A, focuses on the concept of mixing people and culture. The partnership also reinforces the brand’s Born to Mix platform, which advocates for inclusivity.

Limited to 1,350 bottles, Ross took inspiration from the Born to Mix campaign to create a fusion of his avant-garde vision and Chinese culture for the new bottle design. The design has been embossed with a heatmap design of China’s largest cities, with the dots and silhouettes in red to symbolise life, vitality and light.

The one-litre bottles are available now through the brand’s WeChat programme, Absolut Lab. Ross has also created a limited edition gift set including a cocktail shaker and ice bucket to match the bottle design, with only 500 sets available.

Portofino Dry Gin has the right material

Italian brand Portofino Dry Gin has partnered with fabric producer Dedar on its summer collection. The two Italian brands have unveiled a co-branding project that “combines the art of gin with textile elegance”.

Together, the companies intend to promote two locations in the Italian fishing village of Portofino, where the gin producer is based. The Summertime fabric from Dedar’s summer collection will dress the furnishings of the terrace of Casa Montefino, home to the gin brand’s botanical garden, with its panoramic view over the sea.

The fabric will also adorn the outdoor area of wine bar Winterose, located at the end of Calata Marconi, where guests can enjoy Portofino Dry Gin apéritifs paired with local products.

Maestro Dobel serves up a treat

Maestro Dobel was named the “first official Tequila” of the US Open tennis event.

This year’s contest ran from 22 August until 10 September at the USTA Billie Jean King National Tennis Center in Queens, New York City. Juan Dobel, Maestro Dobel founder, said: “As one of the leading Tequila brands in Mexico, and one of the fastest-growing globally, we are excited to share our range of extraordinary Tequilas with tennis fans in New York, and continue the acceleration of the Tequila category with an international audience.”

The partnership saw the placement of Dobel Tequila branding in on-court signage that will be visible to fans on-site and via broadcast media. The Maestro Dobel range was offered at concession stands, restaurants and private hospitality spaces during the tournament.

Maestro Dobel was also featured at a branded, full-service bar inside Arthur Ashe Stadium, and branded, mobile carts across the tournament grounds, which offered Tequila cocktails, including the Maestro Dobel Ace Paloma, served in a co-branded souvenir cup.

Suntory Holdings donates money to Maui

Hibiki owner Suntory Holdings will donate US$70,000 to help relief and recovery efforts in Maui, following the wildfires that broke out on Hawaii.

Suntory Holdings, which also owns Japanese whisky brands such as Yamazaki and Hakushu, will donate the funds to the Maui Strong Fund, Hawaii Community Foundation. The company said it “extends its deepest sympathies to those who have been affected and wishes for a fast recovery of the beautiful island”.

The Maui police department revealed 115 people had died in the fires as of 22 August. Between 1,000 and 1,100 people are still unaccounted for.