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Top 10 marketing moves from June 2024

Golf, the weather, reunions, monster installations… June certainly had it all when it came to spirits brands making marketing moves.

Actress Ellie Fanning’s reunion with filmmaker Sofia Coppola was one of our top marketing moves in June

Starting with the weather, Cotswolds Distillery used the nature of Britain’s unpredictable forecasts to spotlight its gin in a new campaign, while Scotch whisky Glen Moray sponsored a senior golf major and Sofia Coppola and Ellie Fanning worked together once again on a campaign for Suntory’s Roku Gin.

Meanwhile, Havana Club decided it was time for a new look, Kraken Rum unleashed a beast across the UK and former Top Gear host James May put his faith in the public to create a marketing campaign for his namesake gin.

For the rest of the marketing moves that had our attention last month, keep on reading.

And for more marketing roundups, see our top 10 lists from April and May.

Havana Club dresses up for summer


Cuban rum brand Havana Club has released a limited edition bottle design for its Original Añejo 3 Años expression.

The bottle was crafted in collaboration with creative agency Golgotha in celebration of the summer months. The label is said to tell a tale of Cuban heritage, and captures Havana through a motif of vintage stickers and holographic effects that echo the city’s colours. The images were shot by French photographer Raphaël Lugassy.

The bottle retails for €17.50 (US$19) and is available in Cuba, as well as in European markets such as Croatia, France, Italy, Portugal, and Spain.

Altamura pushes for inclusivity

Altamura Distilleries Alexandra Purcaru

Italian producer Altamura Distilleries has appointed Alexandra Purcaru as the brand’s first inclusivity ambassador.

The appointment is part of the brand’s inclusivity programme, which aims to create a more welcoming and diverse environment in hospitality. Purcaru is the creative mind behind Art Cocktail Club recipes, the beverage director of Selva cocktail bar in Oaxaca, Mexico, and the creator of tableware and jewellery brand Idonthaveasister.

The inclusivity initiative advocates for people of diverse backgrounds, and Purcaru will help to implement it in all of the distiller’s forthcoming events and activations. She said: “Hospitality is about welcoming everyone, and I am honoured to help Altamura Distilleries join the journey of inclusion and diversity within our industry.”

Coppola and Fanning reunite for Roku Gin


The House of Suntory’s gin brand Roku has partnered with actor Elle Fanning and filmmaker Sofia Coppola for its new campaign, Come Alive with the Seasons.

The campaign is based on the Japanese concept of ‘shun’, where nature is at its peak, and invites gin drinkers to experience the ‘best of every season’.

Coppola, who won an Academy Award for Best Original Screenplay for Lost in Translation, directed the campaign – which is presented as a 15­-second vignette. It stars Fanning, who has featured in films including Super 8, Maleficent and Coppola’s Somewhere.

Glen Moray is game for golf

Glen Moray

Speyside distillery Glen Moray has been named the official whisky of the Senior Open Championship, Europe’s only senior golf major.

This year’s championship – for players 50 and above – will be held between 25-­28 July at Carnoustie Golf Links in Scotland. The event will see the Glen Moray team and its global brand ambassador, Iain Allan, on site serving the distillery’s single malts alongside a cocktail programme. The brand is also now the official whisky of the Tartan Pro Tour, a development tour for golfers.

“We are looking forward to introducing our single malt whiskies and the story of Glen Moray to golf fans,” said Jamie Stewart, UK commercial director of Glen Moray’s parent company La Martiniquaise-­Bardinet UK.

Kraken Rum makes monster moves


Spiced rum Kraken took over London’s Leicester Square in June with a 25-ft installation featuring the brand’s namesake mystical creature.

The installation saw one of the Kraken’s tentacles burst from the ground and capture an ‘innocent civilian’, who was suspended in the air in a red telephone box. Passers­by who took photos at the scene – the camera flash ‘denying it the darkness it craves’ – were given a black envelope as a reward, which contained two­-for-one Kraken Perfect Storm cocktails at a nearby branch of All Bar One.

The installation has also been seen in the UK cities Glasgow, Birmingham and Brighton.

Papa Salt shakes up the UK

Papa Salt Coastal Gin

Australian gin brand Papa Salt has arrived in the UK through a distribution deal with DrinksOne in the UK.

The brand was co-­founded by CEO Charlie Maas, actor Margot Robbie, her husband Tom Ackerley, and friends Josey McNamara and Regan Riskas. When the brand was initially released in Australia, it sold out within 48 hours – requiring it to increase its capacity fivefold. In the UK, Papa Salt is available exclusively at Harvey Nichols’ stores and online shop for £39.95 (US$51).

Maas said: “We are so excited to bring Papa Salt to the UK market. We fell in love with gin in England’s wonderful pubs, clubs and bars, and we hope Papa Salt is a refreshing addition to the wonderful spirits culture of the UK.”

James May puts his gin campaign into top gear

James May
Adverts can be submitted as banners or short-form clips

Former Top Gear and Grand Tour co-­host James May has called on consumers to create an advert for his namesake gin, James Gin.

Titled ‘Gin of the People’, May said of the marketing campaign: “I need your help. The James Gin business is now at the point where people are trying to persuade me to spend loads of money with a poncey advertising agency to promote my products. But I don’t want to do that, because James Gin is the gin of the people, and I’d rather save the money so I can make it cheaper to buy.”

Adverts can be submitted as either a short piece of filmed content that is under 60 seconds, or as a banner ad. The other criteria is that “it must, of course, convince all and sundry that James Gin is the only thing worth drinking this summer”.

Forecast looks promising for Cotswolds campaign



English spirits producer Cotswolds Distillery has launched a digital campaign for its dry gin.

Named ‘Today will be Cloudy and Dry’ and launched for summer, the campaign aims to highlight the gin’s characteristics, while “tapping into the English obsession with unpredictable British weather”. It was created by the distillery’s founder Dan Szor, marketing director Kate Harrison, and View Creative.

Szor said: “It plays on two of the key features our gin offers consumers: a dry gin but one which has a beautiful and cloudy appearance when mixed with ice and tonic. We hope it communicates the story of our brand and how we have created a distinctive and very English gin full of flavour.”

New Grove branding honours Mauritius

New Grove

Grays-owned New Grove Rum has refreshed its branding in honour of Mauritius, the island nation from which the rum is distilled.

The new design features the slogan ‘A Taste of Passion’, and brings the distillery’s blue latanier leaf icon to the centre of the branding, coupled with sketches that incorporate Mauritian landmarks and sugar fields. The latanier is said to represent the start of rum distillation in Mauritius, when, in the 16th century, Dutch settlers produced arak – a spirit obtained from latanier­-tree­-sap distillation.

The brand was founded in 2003 and oversees all aspects of production – from field to glass – from its estate in the northern part of Mauritius.

Bemakers sets up in Sweden

Bemakers Sweden

Danish Spirits distributor Bemakers has opened a bonded warehouse in Sweden to support its Systembolaget listing.

Last year, Bemakers became a supplier to Systembolaget, the state­-owned Swedish alcohol monopoly. The expansion allows Bemakers to help its brand partners list and sell their products on Systembolaget, enhancing their presence in the country.

Morten Stengaard, CEO and co­founder of Bemakers, said: “Sweden is a diverse market that appreciates both classic and innovative brands. For brands aiming to establish themselves in Sweden, listing with Systembolaget is essential.

Bemakers is also seeking to establish bonded warehouses in Denmark and Germany.

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