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Top 10
Top 10 marketing moves from January 2025
Harrison Ford and Keegan-Michael Key feature as spirits brands got creative with their first marketing moves of the year.
A slow start to 2025? The spirits industry certainly didn’t entertain this idea as brands made various statements of intent with their marketing moves in January; from star-studded campaigns to adverts that harness the power of artificial intelligence (AI).
Meanwhile, one brand used the first month of the year as a fresh start with a design overhaul, others expanded into new markets and alcohol-free ‘spirit’ Almave, backed by Lewis Hamilton, went all out for Dry January.
Scroll down for our top 10 marketing moves in January.
To see how brands closed out 2024, check out our marketing round up for December.
Jim Beam and Keegan-Michael Key find wins in tough losses
Jim Beam Bourbon teamed up with actor Keegan-Michael Key on a care package and marketing campaign for the American football season.
The campaign, starring Key, was dubbed ‘Seven Stages of Defeat’, and was designed to help fans turn tough losses into moments of connection and celebration. Jim Beam said the care packages offered “a reason to get together even after the season is officially over”.
Behind seven window boxes, recipients could find a chocolate football, a scented candle, a referee bobblehead, cocktail ingredients, and other ‘essentials’ to help them heal following elimination from the playoffs.
Key said: “From denial to acceptance – and maybe a little hope for next season – we’ve got you covered.”
Bacardi backs wildfire response in California
Grey Goose owner Bacardi donated US$100,000 to the American Red Cross to help support the recovery effort from the wildfires that have devastated parts of California.
In addition, Bacardi also provided pallets of water for first responders working on the front line, and gave relief to its own employees who were directly affected by the fires – through monetary assistance, flexible working schedules, free counselling services, and more.
Tony Latham, regional president, Bacardi North America, said: “As a family-owned company, we believe in coming together in times of need, and hope that this contribution is part of larger efforts to rebuild homes, communities, and livelihoods. Our hearts and compassion go out to the many who have lost so much.”
Żubrówka harnesses the power of AI
Polish vodka brand Żubrówka released a video powered by artificial intelligence (AI) as part of its ‘Go Wild’ campaign.
The 45-second video was made in collaboration with Swedish studio Black Eye Media, and “transforms” urban scenery into a forest, where a bison – the brand’s symbol – takes over a city that subsequently becomes green and full of vegetation.
A spokesperson for the brand said: “For more than 500 years, Żubrówka has been synonymous with freshness and innovation. In the ‘Go Wild’ campaign, we show how AI can become the key to unlocking endless layers of creativity. With this approach, we are setting new directions for our brand.”
Almave stays on track for Dry January
Alcohol-free ‘spirit’ Almave showed its support for Dry January with an activation in London last month across 40 bars.
The Pernod Ricard-backed brand, co-founded by Formula One driver Lewis Hamilton, challenged bartenders to create alcohol-free cocktails using its two expressions: Blanco and Ámbar.
The Get on Track with Almave initiative was created by the brand’s UK distributor Mangrove Global, with venues and their participating bartenders given the chance to compete in an industry event at a race day in February.
Nick Gillett, managing director at Mangrove Global, said: “What better time to showcase the quality and experience of Almave than Dry January.”
Desolas rides into Texas
Mezcal brand Desolas boosted its presence in Texas after securing a listing with retailer Spec’s.
Spec’s is the state’s largest spirits retailer, and Desolas will appear on the shelves of more than 200 stores.
The brand launched in Texas last year with Southern Glazer’s Wine & Spirits. Female-founded Desolas is made exclusively from Salmiana agave grown in San Luis Potosí, Mexico, using traditional methods.
GG Mirvis, CEO and co-founder of Desolas, said: “We’re thrilled to see such a strong response to Desolas. Expanding to more Spec’s locations is a significant milestone; we’re excited to bring our high-quality mezcal to even more consumers across the state.”
Kavalan gift sets get floral touch
Taiwanese whisky producer Kavalan unveiled its annual gift sets in January, which this year honour the beauty of its homeland.
The 2025 collection consists of three Kavalan single malts: the Kavalan Triple Sherry Cask; Solist Vinho Barrique Single Cask Strength, and; Concertmaster Vinho Barrique Cask Finish. The packaging of each box is inspired by the theme ‘blossom’, said to symbolise prosperity, happiness, and beauty.
Solist Vinho Barrique’s box was decorated with peony flowers, and Taiwan blue magpie; the Triple Sherry Cask’s red box features peach blossoms and a broad- tailed swallowtail butterfly; and Concertmaster Vinho Barrique’s design depicts Formosan landlocked salmon and plum blossoms.
The sets are available in Taiwan, Australia, Guam, Germany, and Mexico.
Harrison Ford spends time in Scotland for Glenmorangie
Scotch brand Glenmorangie called on Star Wars and Indiana Jones actor Harrison Ford to front its new campaign series.
The campaign is titled Once Upon a Time in Scotland, and comprises 12 episodes. Filmed over three days last summer, the adverts were directed by actor and filmmaker Joel Edgerton. Each advert depicts Ford embracing Scottish traditions such as kiltwearing and sipping whisky next to an open fire, journeying deeper into the heart of Glenmorangie’s home in the Highlands of Scotland.
Caspar MacRae, president and CEO of The Glenmorangie Company, said: “Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. We hope whisky lovers around the world will enjoy exploring the episodes.”
Trojka sports modern look
Diwisa-owned Swiss vodka brand Trojka has unveiled a minimalist design for its bottle, logo and label.
The updated design comes after the brand’s 30th anniversary last year. It is visible across the brand’s entire range of vodkas and vodka liqueurs – 10 in total – with the aim of boosting its presence in the young, urban scene.
Anke Krocker, designer at the Win, the agency behind the new look, said: “We wanted to create something that was both visually appealing and symbolically strong. The new bottle design embodies simplicity and variety in one.”
Trojka brand manager Rebecca Mathys added: “With this redesign, we’re proud not only to celebrate our heritage but also to show that we want to keep our finger on the pulse.”
Mintis Gin increases Polish footprint
Italian gin brand Mintis has upped its presence in Poland after gaining listings with four major retail chains: Carrefour, Auchan, Kaufland, and E Leclerc.
The brand’s co-founder, Stepan Stanek, said: “It is great that Mintis is now also available in large retail chains in Poland. Our idea was clear from the beginning – to create a gin that will be full of flavour in colourful bottles, but 100% natural. Now we are happy that customers appreciate it, and in 2024 we more than doubled our total sales compared with 2023.”
Mintis Gin was launched in 2021, and is produced in Piedmont, Italy. Distilled in a custom-made vacuum still, all of its expressions are vegan-friendly, and hand-made using Italian mint from Pancalieri, wild Italian juniper, and local fruit. The gin is available in 28 countries.
Black Tears enters Kazakhstan
Spiced Cuban rum brand Black Tears has expanded into Kazakhstan.
The brand is distributed in the country by Force Trade Service, and is available in several upscale on-trade venues in Almaty, such as Mad Murphy’s, Frau Irma, and Harat’s Pub. Force Trade Service is said to have 12 years of experience in alcoholic and soft drinks distribution, with trading teams in all major cities in Kazakhstan.
Helena Zakmane, international commercial and marketing director of Black Tears owner Island Rum Brands, said: “Expanding Black Tears Dry Spiced’s global distribution to Kazakhstan is an important step for us. It is a market with one of the world’s most rapidly growing rum categories.”
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