This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Top 10
Top 10 marketing moves from February 2025
With February now in the rear view, we look back at some of the spirits industry’s best marketing moves from the month.
February might be the shortest month of the year, but it wasn’t lacking in marketing moves, with spirit brands calling on famous pop groups, collaborating with popular TV shows and even a fast-food chain to catapult their names to the top of the public’s mind with a shrew marketing ploys.
To find out what our top 10 marketing moves in February were, keep on scrolling.
And for more, check out our marketing roundups from December and January.
It all ads up for Jameson on TV
Irish whiskey brand Jameson invested “multi-million pounds” into its Must Be A Jameson campaign, with a TV advert that went live on 24 February.
It featured on live Sky Sports broadcasts, as well as on video on demand from ITV, Channel 4, Prime Video, and YouTube. Jameson’s Bus, Orla Board, will also make an appearance at the Carabao Cup final on 16 March, serving whiskey, ginger and lime cocktails to more than 80,000 Liverpool and Newcastle United football fans at Wembley Stadium.
The whiskey brand has also partnered with Yard Sale Pizza and food influencer What Willy Cook to create a limited edition pizza that “celebrates Irish culture with a cheeky twist”.
Diageo partners with The White Lotus
Two Diageo brands, Ketel One Vodka and Tanqueray Gin, have collaborated with HBO TV show The White Lotus.
To celebrate the launch of its current third season, the pair have combined to create signature serves: The White Lotus Vesper Martini, and The White Lotus Punch. The White Lotus Vesper Martini uses Ketel One Vodka and Tanqueray London Dry Gin as the base, alongside a French white wine apéritif, lychee liqueur, and butterfly pea tea. The Punch is also made with Ketel One and Tanqueray London Dry Gin, and includes pineapple juice, lime juice, and mango syrup.
The Sip into The White Lotus campaign aims to “tap into a feeling of luxury”, which aligns with the guests who stay at the show’s infamous hotel chain.
Sazerac offers rare Bourbons for California wildfire relief
Buffalo Trace owner Sazerac launched a fundraiser in support of the California wildfire-recovery effort.
All proceeds went to World Central Kitchen and Another Round, Another Rally – two nonprofit organisations aiding the relief efforts for those affected by the wildfires.
The first was an auction of the first single barrel of Pappy Van Winkle 15 Year Old. There was also a sweepstake for a set of the Pappy Van Winkle Bourbon Collection, and a second sweepstake for a bottle of Buffalo Trace Distillery’s Eagle Rare 25, the oldest expression from the Eagle Rare portfolio.
Proofworks changes its name to Proof 8
Digitalisation platform Proofworks has changed its name to Proof 8, refreshed its branding, and made two senior hires.
Proof 8 operates in the UK and Ireland but aims to expand to the US and Asia this year.
Rob Hollands, CEO of Proof 8, said: “The move to Proof 8 represents a strong step forward for us as we innovate and grow.
“We’re seeing increased demand for our platform, especially in the wake of Warehousekeepers and Owners of Warehoused Goods Regulations reform in the UK, increasing administrative challenges, and rising operational costs. Our commitment remains as steadfast as ever: to transform the spirits industry through digitalisation, bring greater operational efficiency and transparency to spirits supply chains, and unlock new forms of digital ownership.”
Tito’s Vodka teams up with Zamora Company in Spain
Tito’s Handmade Vodka announced a distribution deal with Zamora Company Iberia in Spain, Andorra, and Gibraltar.
The Texan vodka was founded in 1997 by sixth-generation Texan Bert ‘Tito’ Beveridge. It is available in 149 domestic markets in the Americas, Europe, Australia, the Middle East, and Asia, including South Korea.
Tito’s Vodka is the newest addition to Zamora Company’s Iberia distribution portfolio, which includes Ron Abuelo Rum and Don Ramón Tequila. Zamora Company is a familyowned Spanish business that has been producing, marketing, and distributing spirits and wines for more than 75 years.
Desi Daru secures new listing with Amathus Drinks
British-Indian vodka brand Desi Daru has secured a listing with UK drinks retailer and distributor Amathus Drinks.
Desi Daru’s two vodkas, Original, and Alphonso Mango, are now available in 700ml bottles for £34.60 (US$43) at the retailer’s 14 locations, and online. Created by British-born Indian husband-and-wife team Mohit Singh and Aneet Kaur, Desi Daru aims to combine the best of both cultures, combining ingredients from India and Britain. Both expressions are made with English winter wheat, and are distilled seven times to achieve “textured and smooth” vodka.
Amathus is the latest milestone for the brand’s growing presence in the UK, which includes listings with Master of Malt, Selfridges, and The Whisky Exchange.
Absolut comes up with the right flavours for Sugababes
British Pop band the Sugababes have become ambassadors for Absolut vodka’s flavoured range.
Each Sugababe has created their own Absolut serve, with Mutya Buena behind the Push the Berri Button Collins, featuring Absolut Raspberri, elderflower cordial, lemon juice and soda water. Keisha Buchanan created the Round Round Martini, which blends Absolut Vanilia, mango purée and passion fruit liqueur, while Siobhán Donaghy served up the Hunni Like Me Martini, featuring Absolut Hunni, lemon juice and chilli.
Consumers can scan QR codes in UK stores to win gig tickets, merchendise, and signed goodies, with additional chances to win for those who buy a bottle of Absolut. The Sugababes will also sign some Absolut bottles, which fans can win on social media.
Don Julio touches down at Popeyes venues
Tequila Don Julio collaborated with fast-food chain Popeyes for a collection of limited edition menu items for the Super Bowl, dubbed the Championship Lineup.
The Popeyes x Tequila Don Julio Reposado Flavoured Concha Chicken Sandwich is marinated in Tequila, and topped with a Tequila lime slaw. Additional items include the Reposado Flavoured Louisiana Garlic Wings, and a Spicy Strawberry Hibiscus Flavoured Lemonade Mocktail.
The menu rolled out ahead of this year’s Super Bowl, which took place on 9 February, in Popeyes’ hometown of New Orleans. For one day only, on 31 January, customers could try the menu at six Popeyes locations in five cities.
Charter Brands rides the Tequila wave
Distributor Charter Brands has expanded its presence in Tequila with two major moves.
It has partnered with independent brand Camarena to expand its global distribution, as well as collaborating with Tbilisi-based distributor Unicorn Solutions to launch El Tequileño Tequila in Georgia.
Charter Brands will oversee Camarena’s distribution in the European, Asia-Pacific, and African markets, and will play a vital role in delivering the brand’s growth plans. The distributor has already secured a listing for the brand with Viriathus Drinks in Portugal. Meanwhile, three of El Tequileño’s expressions – blanco, reposado, and Platinum – will now be available in Georgia. Referred to as “Mexico’s best-kept secret”, the brand is available in more than 40 markets, as the category continues to boom.
Bemakers onboards two new brands
In February, distributor Bemakers partnered with two new spirits brands: Cambodia-based Seekers Independent Spirits and Spanish gin brand Avao 1137.
Seekers celebrates the Mekong River through the silhouette on its packaging, symbolising the company’s journey through southeast Asia. Seekers’ spirits portfolio has a sustainable ethos, with its gin made with native Mekong botanicals and its vodka made with water filtered by tropical rainforests and mountain rock.
Meanwhile, Avao Gin is inspired by the Treaty of Tudilén in 1137, which united Aragon and Barcelona. Avao, which is short for “a vibrant authentic obsession”, is a triple-distilled London Dry gin.
Both brands will now feature on Bemakers platform and e-commerce shop, giving them access to more European consumers.
Related news
Top 10 marketing moves from January 2025
Portman Group launches ‘significant’ alcohol marketing audit