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Top 10 marketing moves from February

Apart from being the month of love, February turned out to be a strong month for spirits brands and their marketing moves too.

Marketing Moves
Team Mermaid Atlantic completing the World’s Toughest Row, which included The Isle of Wight Distillery’s Xavier Baker (pictured centre), was a highlight of the marketing month

From a row around the Atlantic to a TV debut and partnerships galore, variety seemed like the key theme when it came to marketing moves in February.

Tequila brand Cazcabel celebrated the Margarita with a campaign, vodka brand Louers become available in Poland – at 150 on-trade venues across the country – and Tromba Tequila managed to secure a place on the cocktail menu of a London bar.

Scroll down for the rest of our top 10 marketing moves in February.

And to find out what spirits brands got up to in previous months, see our roundups of marketing moves for December and January.

Shanky’s Whip enjoys screen time

Shanky's Whip

Irish whiskey liqueur Shanky’s Whip raised its marketing game and made its first foray into television, launching an advertising campaign that encourages viewers to ‘give it a try’.

The adverts are split into three clips, depicting the company’s main characters, Shanky – a jockey – and an ostrich, which bring the brand’s backstory to life.

Elwyn Gladstone, founder of Shanky’s Whip, said: “We have been amazed at the success of Shanky’s Whip in so many countries, which is down to the incredible taste and standout packaging. The leading markets are the US and South Africa – so we are backing this up with original and fun television ads, which we hope will grow awareness around St Patrick’s Day.”

Cazcabel marks the Margarita

Marketing moves

In one of February’s stand-out marketing moves, Tequila brand Cazcabel partnered with nearly 400 venues in the UK to celebrate the Margarita cocktail.

The month-­long celebrations, which the brand dubbed ‘Margarita Month’, featured masterclasses, limited edition menus and a ‘La Loteria’ Mexican bingo game. Some of the bars involved included Manchester venues Pixel Bar and Lane7, Glasgow’s Arta and Delmonicas, Bristol’s Cargo Cantina, and Nottingham’s Taquero, as well as London’s Sabine, Tacos and Tequila, Mestizo Chelsea, Mestizo Euston, and Cheeky Chicos.

Nate Sorby, Cazcabel’s global brand ambassador, said: “Our month­-long activity is the perfect opportunity to showcase the variety in Cazcabel’s product offering. We’re excited for Margarita enthusiasts to try our Tequila, whatever their preference is.”

Altamura vodka lands in India

Marketing Moves

Italian producer Altamura Distilleries brought its flagship vodka to India via a partnership with Amistad Spirits.

The vodka launched at an event at New Delhi-­based bar Sidecar, hosted by bartender Salvatore Calabrese. The event saw Calabrese lead an afternoon masterclass, and there was an evening bar takeover where guests could try the company’s signature cocktail – The Altamura Martini.

Amistad Spirits will debut the vodka in North India, covering Delhi, Haryana, Uttar Pradesh and Rajasthan. By the end of the first fiscal quarter of 2024, the distributor plans to widen its reach to Maharashtra, Karnataka, Goa, Punjab, Chandigarh, Madhya Pradesh, Jammu, and Kashmir.

Latin Gin Czechs into new European market

Marketing Moves

US brand Latin Gin landed in the Czech Republic through a partnership with distributor Dios Premium Brands, further extending its footprint in Europe.

The brand is already available in the US, the UK, Spain and the Caribbean, and last year it launched an e-commerce store serving major European markets including Germany, the Netherlands, Belgium, Austria, France and Italy.

Pavel Grabovski, director at Dios Premium Brands, said: “We are proud to introduce Latin Gin to our discerning customers in the Czech Republic. Latin Gin’s distinctive flavour profiles and elegant packaging perfectly complement our portfolio of premium spirits, offering our customers an unparalleled gin experience.”

Team Mermaid rows across the Atlantic

Team Mermaid Atlantic successfully completed the World’s Toughest Row, a 3,000­ nautical­-mile crossing of the Atlantic.

The team, consisting of Xavier Baker, co­-founder of The Isle of Wight Distillery, Chris Manion, owner of i­surf, and Paul Berry, a longshoreman and firefighter from Ventnor, in the Isle of Wight, were at sea for 43 days, 17 hours and 58 minutes before crossing the finish line at English Harbour, Antigua.

The row raised £15,500 (US$19,538) for three marine charities tackling ocean pollution. Isle of Wight distillery produces Mermaid Gin, which was one of the competition’s sponsors.

Baker said: “The money raised will go to three amazing charities and help to protect and preserve the seas and wildlife around our UK shores.”

El Tequileño launches in Netherlands

Tequila brand El Tequileño entered the Netherlands after signing a distribution deal with Charter Brands and the Craft Spirits Company.

Charter Brands has previously helped the brand launch in the Dominican Republic and Turkey. This year Charter Brands aims to launch the Tequila in more than 30 export markets.

Arkaitz Giménez Amesti, sales director at Charter Brands, said: “I am proud to witness the team’s commitment to expanding the global presence of El Tequileño.

“With the addition of the Netherlands, we have solidified a robust footprint worldwide, particularly in Europe. The dedication of Craft Spirits Company aligns with our values, and we are excited about our future together.”

Louers makes Poland its next stop

Marketing moves

Dutch vodka brand Louers grew its European presence by launching in Poland. The brand will be available in more than 150 venues in the country’s on­-trade, including Level 27, a leading nightclub in Warsaw.

Louers founder Willem Louwers said: “This listing will give Louers a head start in the Polish market. We value our new partnership.

“The ambition was always to build a strong brand in one of Europe’s biggest vodka markets. Once our vodka is established in markets like Poland, our starting position in expanding to Northern America and Asia will be much stronger.”

In the past year, Louers has also gained access to Slovenia, Serbia, Croatia, Estonia, Romania, Finland, and Denmark.

Tromba banks on Swanky

Wine and spirits distributor Friarwood found a place for Tromba Tequila on the new Prohibition era-­inspired menu at London cocktail bar Do Not Disturb (DND).

The Tequila will feature in the City bar’s Swanky cocktail for the rest of the year, designed by DND’s bar manager, Ciro Coticelli.

Nelson Bernardes, spirits portfolio brands manager at Friarwood, said: “We are delighted to partner with DND at Vintry & Mercer – Swanky is a cocktail that exemplifies the artistry of modern mixology while paying homage to the rich history of cocktail culture.”

Friarwood launched Tequila Tromba in the UK in November, and has also recently added the brand’s coffee liqueur, Cafeto, and its Cedano expression to its spirits portfolio.

Vinolok shows off sustainability credentials

marketing moves

Closures producer Vinolok has released its 2022 Corporate Sustainability Report, highlighting the progress it has made towards its environmental, social and governance targets.

The report showed the company has implemented measures that saved 72% of heating energy in 2019, and an additional 25% in 2022. By 2030, the company wishes to reduce its heating energy consumption to 80%.

The company also completed a closed-­loop system for cooling water, minimising water consumption in the glass-­melting process, and installed a nano­washer, reducing the consumption of washing solvents by 23%.

CEO Aleš Urbánek said: “As we look to the future, we recognise that our journey towards social responsibility, sustainability, product quality and diversity is an ongoing process. We will continue to set ambitious goals, push boundaries and find new ways to contribute to a better world.”

Partnerships are brewing for Myatt’s Fields


Ready-to-serve cocktail brand Myatt’s Fields renewed its partnership with London-based coffee roaster Monmouth.

Monmouth’s hand-pulled espresso is a key ingredient in Myatt’s Espresso Martini, which is blended with vodka and coffee liqueur. In addition, Myatt’s also uses Monmouth in its bottled Espresso Daiquiri.

Clemency Penn, co-founder of Myatt’s Fields Cocktails, said: “When Dick Bradsell created the Espresso Martini, he used hand-pulled espresso – not cold brew, and certainly not filter.

“We know we are dealing with the best known of all of the contemporary classics, and it has to be right. Ingredients are everything, so partnering with Monmouth, whose coffee is legendary, has always been our dream choice. We’re ecstatic to renew for another year.”

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