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Top 10
Top 10 marketing moves from December 2024
From clinking glasses of gin with jazz icons to promoting responsible drinking, the final marketing moves of 2024 had both style and substance.
Holiday season for some spirits brands December was also primetime for marketing moves, presenting an opportunity to close out the year with a campaign, a rebrand or the announcement of what is hoped to be a fruitful sponsorship deal.
Still G.I.N, Jawbox and Fireball were all on the campaign trail with messaging and visuals in-line with their brands, while Malibu got behind responsible drinking around water in winter, Nemiroff Vodka continued its quest to seemingly partner with every Premier League club, and Heering debuted a new look for its cherry liqueur for the first time in three decades.
For the rest of the marketing moves that made us sit up and take notice last month, keep on reading.
And for more marketing roundups, see our lists from last October and September.
Malibu and Daley tell yarn about responsible drinking campaign
Pernod-Ricard-owned Malibu created a winter edition of its responsible drinking campaign with former Olympic diver Tom Daley.
Launched after statistics showed more than one in four winter drownings involve alcohol, the campaign urges Brits to stay safe around water, even during the colder months.
Named ‘Don’t Drink and Dive’, the latest initiative saw a series of seasonal lifeguard towers – complete with baubles and ‘jolly’ decorations – installed in inner-city drinking locations near water in London, Manchester and Bristol. The towers are manned by trained lifeguards of the Royal Life Saving Society UK wearing limited edition festive jumpers made by Daley’s knitwear brand, Made With Love.
Nemiroff kicks off football sponsorships
Ukrainian vodka Nemiroff celebrated the UK debut of its That’s My Spirit campaign with an event at London gallery Tate Modern.
In November and December, the brand partnered with four football clubs in the English Premier League: Everton, West Ham, Fulham, and Aston Villa. The new That’s My Spirit campaign aims to celebrate shared moments, the joy of triumph, and the strength found in perseverance. Its Premier League ties help it to connect with millions of football fans worldwide through exclusive club-inspired cocktails, match-day activations and initiatives.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “For over 150 years, our brand has stood as a symbol of strength and authenticity, thriving through wars, revolutions, and economic transformations. The Premier League and its clubs embody these same values.”
Jawbox adds a touch of spice to gin serve
Drinksology Kirker Greer-owned Jawbox launched an initiative to attract new gin drinkers.
The Belfast-based brand has created a serve named The Original Gin and Ginger cocktail, which is designed to lure drinkers away from a classic gin and tonic. It is described by Jawbox as “an appealing alternative” to the taste of quinine found in tonic, with the light space of ginger ale complementing the 11 botanicals used to distil the gin.
The serve was rolled out in selected bars and wholesalers in the UK and Ireland, while some bars also received a Gin and Ginger serve kit.
Fireball throws support behind ‘ill’ darts fans
Sazerac-owned Fireball marked its partnership with the Professional Darts Corporation (PDC) by offering ‘get out of job free’ cards to fans.
The service was for the World Darts Championship, which took place in London from 15 December to 3 January. The cinnamon-flavoured whisky liqueur brand created digital sick notes for attendees at the darts – known for its ‘energetic’ live atmosphere – who might be dreading the next day at work. Fireball cited statistics that show 46% of workers pull at least one ‘sickie’ over the festive season (when they weren’t really ill).
The service was celebrated with a mockumentary film featuring darts stars including Michael Van Gerwen, and Michael Smith. Fireball spokesman Lorenzo Farronato said: “We’re excited to give enthusiasts the opportunity to enjoy the World Darts Championship without worrying about next-day woes.”
New Heering look is cherry on the cake
After three decades, Cherry Heering has a new design for its bottle and label.
The De Kuyper Royal Distillers-owned liqueur’s fresh look features a squared base and narrow neck for easy handling, while the label is decorated with vintage elements, a red logo, and a new metal screw cap.
Godelief van Erve, global marketing director of De Kuyper, said: “By refreshing the brand image, we want to highlight that our premium cherry liqueur is a versatile ingredient that can be used in a wide range of cocktails. Next to reengaging existing consumers, we aim to make it more appealing and relevant to new ones.”
The new 700ml bottle is being rolled out in Europe this month, followed by a 750ml alternative in the US.
Dre, Snoop and Sinatra get jazzed up for gin campaign
The founders of Still G.I.N, rap legends Dr Dre and Snoop Dogg, starred in a campaign to promote the brand that uses artificial intelligence (AI).
Presented as a 90-second video, the advert finds the pair joined by Sammy Davis Jr and Frank Sinatra, and the quartet are then shown clicking glasses of the gin at a table. ‘Four legends, two eras and one unforgettable night’ is the advert’s tagline.
To create the video, the brand collaborated with creative agency Rosewood Creative, alongside director Dave Meyers and entertainment-focused generative AI company Metaphysic. The team also worked in close partnership with the Sinatra and Davis estates to ensure a faithful representation of how the pair would have carried themselves.
Jameson scores MLS deal
Irish whiskey brand Jameson has signed a multi-year deal with Major League Soccer (MLS), North America’s top football division.
The partnership is Jameson’s most significant and sizable league-wide sports deal in the US to date, and the brand will serve as the official whiskey of the league, and of MLS AllStar Gameday Hospitality.
Conor McQuaid, chairman and CEO of Pernod Ricard North America, said: “This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America, and a tremendous opportunity for Jameson to continue connecting with the region’s deep-rooted and engaged sports culture.”
The partnership with the MLS comes with momentum building for the sport in the US, with the country set to host the Fifa World Cup in 2026.
Stock Spirits rolls out marketing policy to support responsible drinking
Clan Campbell Scotch whisky owner Stock Spirits Group has created a new marketing policy that reaffirms its commitment to promoting responsible drinking.
The new policy includes a “three R approach: responsibility, respect, and responsible drinking”. The group’s responsible marketing is targeted only towards adults above legal drinking ages, and it will also respect consumer choices – including those who decide to not drink for whatever reason.
By 2027, the group’s products will feature all three responsible drinking icons, and list information on packs and online.
Nicolas Mazuranic, chief marketing officer of Stock Spirits Group, said: “This policy reaffirms Stock Spirits’ commitment to balancing consumer engagement with corporate responsibility.”
Beluga seizes window of opportunity
In the lead-up to Christmas, Beluga launched a retail campaign that featured a series of bespoke window displays in retail locations in London. The ultra-premium vodka aimed to capture the attention of shoppers during the festive season.
Key locations for the campaign included Amathus in Muswell Hill, Jeroboams in Belgravia, and Drink With Sasha, and Hedonism Wines in Mayfair. At the latter, Beluga displayed an outdoor gingerbread-themed Christmas village.
Nick Duncan, UK country manager at Noblewood Group, which owns Beluga, said: “Our window campaign reflects the sophistication and craftsmanship of Beluga Vodka, cementing our position in London’s luxury retail landscape.”
Aperol finds a new dance partner in EDC
Italian aperitivo Aperol has ramped up its music-festival presence, becoming an official partner of Electric Daisy Carnival (EDC) in Thailand.
At the 2025 edition of the electronic music extravaganza, held in Phuket from 17-19 January, Aperol, in its role as official partner, is due to host an on-site piazza for the Aperol Spritz; described as an ‘orange oasis’, with resting areas, popup kiosks and photo-worthy elements. There will also be pre-festival activations at venues in Phuket, offering exclusive promotions for Aperol Spritz fans.
Brand owner Campari Group claims the cocktail is “the perfect drink to spark off the dynamic, high-energy atmosphere of EDC Thailand”. The collaboration looks to further the brand’s connection with cultural events in Asia, having already sponsored music festivals in the US and Europe, such as Coachella and Primavera Sound.
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