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Top 10
Top 10 marketing moves from August 2024
From sobering stats in Malibu’s new safe drinking campaign to saucy accessories from Fireball Whiskey – August was full of marketing moves that got eyes widening.
While knitted swimming trunks might sound counter-intuitive, they did the job of driving home the safe drinking message in Malibu’s latest marketing campaign.
Meanwhile, Chivas Regal scored big with its new Premier League partnership, and it was a slam dunk for Hennessy as it opened a pop-up in one of London’s most prestigious department store, with help from the National Basketball League.
Keep scrolling for more of the biggest marketing moves to come out in August.
Fireball marketing campaign sees red
Fireball Cinnamon Whisky has broken with the ‘something blue’ tradition associated with weddings to offer the Fireball Garter, giving brides the alternative option to mark their special day with ‘something red’.
“Fireball is committed to rewriting the rules and setting fire to traditions one shot at a time, and weddings are no exception,” said Danny Suich, global brand director.
The Sazerac-owned brand has created a red lacy garter that is designed to hold a 50ml bottle of the whiskey-based liqueur. “We’re excited to see brides and grooms surprise their partners with something fun and unexpected that’s sure to be remembered for years to come,” Suich added.
The garter comes in two sizes, and is available in limited numbers for US$11.99 on the brand’s website.
Safety first for Malibu and Tom Daley
Olympic gold medal-winning diver Tom Daley has partnered with rum-based liqueur Malibu on a water safety campaign.
The Don’t Drink and Dive initiative has launched in collaboration with the Royal Life Saving Society UK, and aims to promote responsible drinking, and raise awareness of the danger of alcohol consumption in and around water.
To kick off the campaign, Daley posed next to a 2.4m-high statue on Brighton beach in the UK, while wearing the new Don’t Drink and Dive knitwear. The statue addressed the statistic that one in four drowning incidents in the UK are alcohol-related.
Craig van Niekerk, Malibu’s vice-president of marketing, said: “What we’re dealing with here is a serious issue, and Don’t Drink and Dive signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform.”
Altos Tequila eschews celebs for UK push
Pernod Ricard has premiered its debut advertising campaign for Altos Tequila in the UK, which targets young and curious crowds with wit and fun.
The campaign aims to ‘reframe’ the Tequila category by promoting associations with much-loved drinks, such as the Margarita, over late-night shots that are ‘endured’ rather than enjoyed.
The ads play with the idea that a brand doesn’t require a celebrity endorsement by featuring a non-famous bartender, named Alan, preparing the popular serve using Altos Tequila.
Josh McCarthy, brand director for Pernod Ricard UK, said: “With so many preconceptions based on late-night shots and poor-quality, cheap Tequilas, it’s no wonder the category needs a reframe.”
TikTok allows booze firms to advertise
Social media app TikTok quietly updated its advertising policy in August to allow alcohol adverts on the platform.
Based on applicable local laws and regulations, the updated policy now allows companies in the US and Canada to advertise alcoholic products (bar those containing tetrahydrocannabinol or cannabidiol) to users over the age of 25, as long as the ads clearly state the product’s ABV, the companies are registered in the target region, and comply with all applicable laws and regulations. In addition, alcohol ads and brand landing pages must contain a responsible drinking message.
They may also be allowed to advertise alcohol clubs or subscription services, alcohol-branded merchandise, alcohol-making kits, alcoholic beverages and zero-ABV beverages.
Negroni Month returns to boost Slow Food
After attracting more than 12,000 participating bars and restaurants in nearly 80 countries in 2023, Negroni Week has confirmed it will return for its 12th edition from 16 to 22 September.
Organised by Campari Group and Imbibe magazine, bars and restaurants around the world are invited to celebrate the Negroni cocktail while supporting the work of the organisation’s giving partner, Slow Food, which is on a mission to foster a more equitable and sustainable world of food and beverage.
“We’re beyond excited about the return of Negroni Week,” said Michele Porta, global channel and customer marketing director at Campari Group.
Bosque Gin opens up to Brazil
Argentinian brand Bosque Gin has expanded its distribution in South America to Brazil after a pre-launch in July.
The brand showcased its two expressions, Nativo and Alta Montaña, at Bar Convent São Paulo 2024, which took place at the start of that month (1-3 July).
Francisco Amorin, Bosque’s distribution partner in Brazil, said: “During the brand’s pre-launch in São Paulo, where everyone was amazed by the quality and presentation of our product, I was finally able to confirm that there are many people in Brazil who already know and love Bosque, and are eager for its arrival.”
The gin brand will be available through The Gin Flavors, a prominent Brazilian e-commerce platform.
Bounty rum floats at Carnival
Together with Saint Lucia’s M2K Mas band, Bounty Rum hosted two carnival floats at Notting Hill Carnival, which took place in London from 24 to 26 August.
As part of the parade, which celebrates Caribbean culture through music, dancing, and colourful costumes, the brand’s team served drinks and played the sounds of Saint Lucia for revellers who partied behind the floats. The rum could then be found at bars along the route itself, including Portobello Star, The Hayden, Cottons, and Trailer Happiness.
Bounty is distributed in the UK by Mangrove Global. Nick Gillett, managing director at Mangrove Global, said: “Notting Hill Carnival is the perfect place for people to discover and explore the brand.”
Hennessy and NBA get pop-up at Selfridges
Marking its partnership with the National Basketball Association (NBA), Hennessy Cognac took over Selfridges Corner Shop in London, in August, with a basketball-themed pop-up.
At the pop-up, designed in the shape of a basketball court, passers-by could practise their free throws, with the chance for top shooters to win a limited edition Hennessy XO NBA bottle worth £200 (US$260). Along with Hennessy and NBA-branded sports paraphernalia, there was also a bar where guests could take a time out and enjoy the brand’s VS Cognac on the rocks.
Julie Nolet, managing director at Moët Hennessy UK, said: “What’s better this summer than by slam dunking it in the centre of all the action? Right in the heart of one of the UK’s most culturally iconic locations, Selfridges on Oxford Street.”
Chivas Regal joins the Gunners
Scotch brand Chivas Regal has become football club Arsenal’s first official whisky partner, for the 2024/25 season.
Supporting both the women’s and men’s teams, the whisky brand’s multi-year partnership with the English football club will “celebrate both brands’ shared ambition for success and commitment to their communities around the world”. It will take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first-team players, celebrity supporters, creators, and club legends.
Chivas is also set to elevate the match-day experience for supporters at Emirates Stadium by launching a Chivas Regal bar in Dial Square. The bar will tap into football culture with a selection of classics, and, exclusive to the Emirates, Chivas Highball serves.
Maestro Dobel serves Tequila with Tennis at US Open
Proximo Spirits-owned Maestro Dobel returned to the US Open as the tennis grand slam’s official Tequila for the second year in a row.
At the tournament, which took place from 26 August to 8 September at New York’s USTA Billie Jean King National Tennis Center in Flushing Meadows, the brand had an “enhanced presence”, including its own bar and restaurant space. Named the Dobel Tequila Club, the space featured Tequila cocktails paired with Mexican dishes from chef Enrique Olvera.
In addition, the brand offered its signature cocktail Dobel Tequila Ace Paloma at four carts in the grounds, and tennis stars Taylor Fritz and Aryna Sabalenka made cocktails using Dobel Tequila.
Lander Otegui, SVP of marketing at Proximo Spirits, said: “This year at the tournament, we’re bringing the best in Mexican hospitality, cocktails and cuisine.”
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