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Top 10
Top 10 brand collaborations from 2024
From vodka pasta sauce to expensive single malts, these are our picks for standout collaborations between brands this year.
Collaborations between two companies are extremely popular, and not just exclusively within the spirits industry. In recent years, spirits brands have increasingly sought out partnerships with other sectors to create innovative releases to not only entice new clientele but also showcase versatility.
Excluding artistic partnerships and endorsements from celebrities, we’ve picked out what we consider to be the top collaborations between brands from this year. Scroll down to find out the 10 that made our list.
Macallan & Bentley Motors
As part of its 200th anniversary celebrations, The Macallan Distillery released a limited edition horizontal whisky bottle, Horizon, in partnership with Bentley Motors. The collaboration between the two brands began in 2021, followed by a prototype reveal of the Horizon a year later.
Six materials are used in the release, reflecting The Macallan’s ‘six pillars’: glass, aluminium, low-carbon leather, copper, wood and Scotch single malt. The whisky is bottled at 46.6% ABV and is limited to 700 bottles. At the time of the release in March, the whisky had a retail price of £40,000 (US$51,274).
Absolut & Heinz
After first joining forces in March 2023, Absolut and Heinz teamed up again in late July to relaunch its collaborative vodka pasta sauce. Brought back due to popular demand, fuelled by TikTok posts, the pasta sauce contributes its success to the vodka, which is said to ‘unlock the flavours and intensify the aroma’ of the tomato, basil and cheese.
Bacardí & Coca Cola
A partnership between Bacardí’ and Coca-Cola seems so evident that it’s a surprise it wasn’t made into reality sooner. In September, the two brands finally united to announce the debut of a ready-to-drink (RTD) serve, which will be released in 2025. Nodding to the classic Cube Libre cocktail, the global benchmark for the RTD’s ABV is 5%, but it will vary depending on the market.
Jägermeister & Pantone
In September, Mast-Jägermeister SE partnered with Pantone to redefine, standardise and license its core colours, ‘Herbal Green’ and ‘Culture Orange’. The Jägermeister bottle appears for the first time in a monochrome design with a matte finish and a Pantone-coloured label, accompanied by branded items. The two signature colours were introduced with two packs, both limited to 560 sets available through Gebr Heinemann. In addition, around 100 packs of each were launched for the global travel retail (GTR).
James Eadie Project 1927
In one of 2024’s most innovative whisky collaborations, independent bottler and blender James Eadie partnered with six Scottish producers to create a set exploring 1920s distilling techniques. Called ‘Project 1927’, the collaboration is dubbed the ‘first of its kind’. The set includes newly made spirits from Ardnamurchan, Dornoch, Holyrood, InchDairnie, Lochlea, and ‘an unnamed farm distillery’ in Fife.
Cotswolds & Milk and Honey
Two producers, England’s Cotswolds Distillery and Israeli whisky maker Milk & Honey, partnered in July to create a limited edition commemorative blended malt in honour of the late Dr Jim Swan. Swan played a pivotal role in refining the distilleries’ whiskies and was a mentor to both and many more distilleries worldwide.
The blended malt is limited to 700 bottles and offered at 50% ABV, with a retail price of £125 (US$161) at the time of release.
This year, Cotswolds also teamed up with Highgrove Gardens to launch a whisky made with heritage Plumage Archer barley and with Hook Norton Brewery to create a limited edition rye named Traitors Ford.
Dalmore & Symington
Whyte & Mackay-owned The Dalmore Distillery partnered with the Symington Family Estates in the Douro Valley, makers of Graham’s Port, for its Cask Curation Series: Port Edition. The three-bottle set is the collection’s second instalment.
Each set in the collection comprises three rare whiskies – 27, 30 and 43-year-old – and showcases the flavour potential contributed by Graham’s Port wine casks to the Highland single malts. Limited to only 150 sets, the Port Edition was launched with a suggested retail price of £35,000 (US$46,600).
Adriatico & Planteray
In October, Italian amaretto brand Adriatico unveiled its fourth limited edition expression in Maison Ferrand-owned Planteray Fijian rum casks. Limited to 2,600 bottles, the amaretto was aged eight months, creating ‘an intense amaretto with nuances of classic rum flavours’. The limited edition was made available in the UK, France, Denmark, Italy, Sweden, Spain, Germany and Switzerland with a suggested retail price of £45 (US$58).
Johnnie Walker Blue Label & Perfect Moment
Johnnie Walker is a brand known for its collaborations. In October, the Diageo-owned blended whisky teamed up with luxury skiwear and lifestyle brand Perfect Moment to unveil its first après ski-inspired whisky, Blue Label Ice Chalet.
The partnership was fronted by Priyanka Chopra Jonas, Johnnie Walker Blue Label ambassador and Perfect Moment shareholder. The whisky includes Brora single malt from the reopened distillery’s old stock, and as an addition, Ice Chalet is one of the first from the brand featuring whisky from Roseisle Distillery.
In December, Johnnie Walker was one of Diageo’s five brands to receive a Royal Warrant from King Charles III.
Tesla & Nosotros
The partnership between independent agave spirits brand Nosotros and technology company Tesla was first forged in 2020 when the duo united to create a limited edition Tequila. Last week, the companies came together to launch another limited edition spirit, a mezcal made with Espadìn and Bicuishe agave. Offered at 43% ABV in a 750ml bottle, the limited release was launched for US deliveries on the tech company’s website for US$450.
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