Top 10 marketing moves from March 2025
With Formula One deals and a bottle designed with an iconic football club, spirits brands were feeling sporty with their marketing moves last month.
Along with sport initiatives, one brand celebrated St Patrick’s Day (17 March) with a night of comedy, while others set their sights on expansion to Asia and the East.
Also noteworthy was a marketing campaign with rapper Aitch that took train-goers on a journey up the North of England, and Fireball offered its consumers aged over 90 a lifetime supply of its cinnamon-flavoured whisky liqueur.
Scroll on for the 10 stand-out marketing moves in March.
For our previous roundups, see what spirits brands caught our attention with their marketing moves in February and January.
Neit toes the company line
Irish whiskey brand Neit celebrated Cuban culture and traditions in its latest campaign, titled In Good Company.
The campaign spotlights La Controversia, a Cuban lyrical duel that dates back to the 17th century, and features a film shot in Havana with Cuban poets and some of the nation’s other notable figures. The idea is that through words, rhythm, and wit, spontaneous moments of connection are created, and serve as poetic expressions of what it truly means to be ‘in good company’.
The brand said the film explores the battle between rum and whisky in Cuba, highlighting each spirit’s role in its culture. Product and editorial photography and vintage-inspired graphics drawn from 1960s Cuban postcards pay tribute to the country’s rich drinking traditions.
Belvedere gears up for long-term Formula One partnership
LVMH-owned Belvedere has been named the official vodka of Formula One (F1).
The partnership follows the announcement by Belvedere’s owner, Paris-headquartered Moët Hennessy Louis Vuitton’s (LVMH), of a 10-year global partnership for the championship’s 75th anniversary, in October 2024. As the official F1 vodka, Belvedere plans to “draw from its long- lasting expertise in crafting one-of-a-kind consumer experiences to entertain racegoers and fans alike”.
The partnership kicked off at Australia Grand Prix 2025 in Melbourne. Francois-Xavier Desplancke, president and CEO of Belvedere Vodka, said: “In the high-octane world of Formula One… Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment.”
Born Irish is a barrel of laughs for St Patrick’s Day
Drinksology Kirker Greer celebrated St Patrick’s Day last month with a comedy-fuelled campaign for its stout-finished spirit drink, Born Irish.
The campaign, which featured a night of standup comedy on 16 March in Belfast, was designed to treat the night before St Patrick’s Day with the same excitement as one does with Christmas Eve and Christmas Day, reimagining the Irish holiday as the ‘most wonderful time of the year’.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “Working with alternative comedy talent is the perfect way to bring the brand to life.”
Desi Daru Vodka turns its attention East
British-Indian vodka brand Desi Daru has expanded to South Asia and the Middle East after partnering with Dhall Food and Beverages.
The markets are the brand’s first outside of the UK, as it ramps up plans for global expansion this year. Dhall Foods and Beverages is an Indian importer and distributor of premium spirits, and will bring Desi Daru to countries including India, Sri Lanka, Nepal, Bangladesh, United Arab Emirates, and Pakistan.
Mohit Singh, founder of Desi Daru, said: “Our brand focuses on the collision of two cultures – Britain and India. We use the best ingredients from both countries to create a truly special product, and as British-born Indians, we couldn’t be more excited to expand into these countries.”
Cincoro and AC Milan strike up a partnership
As part of Cincoro’s sponsorship of AC Milan, the Tequila brand created a limited edition bottle of its añejo with the Italian football club.
Cincoro became the official partner of the Serie A club last year, when the brand expanded into Italy. The bottle features a red-and-black design, reflective of AC Milan’s club colours. Just 125 bottles are available, as a nod to the team’s 125th anniversary this year.
Emilia Fazzalari, Cincoro Tequila co-founder and executive chairperson, said: “This exclusive release allows us to offer both AC Milan fans and premium spirits connoisseurs a unique experience.”
The bottles are priced at €295 (US$323) and are available only in Italy, exclusively at AC Milan’s flagship store in Milan, and for an advance order through its online store.
Chivas Regal races to sign up Charles Leclerc
Formula One driver Charles Leclerc has joined blended Scotch whisky brand Chivas Regal as its global brand ambassador.
Leclerc will serve in the role on a multi-year deal. He races for Scuderia Ferrari HP Formula One team, of which Chivas Regal is an official team partner.
Nick Blacknell, global marketing director of Chivas Regal at Chivas Brothers, said: “It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership.”
To mark the partnership, Leclerc created a signature serve with Chivas Regal named The Leclerc Spritz, described as a “twist on the classic fit for the French Riviera”.
Fireball toasts to a good old time
Sazerac-owned Fireball offered a fan a lifetime supply of its cinnamon whisky liqueur last month, but with one catch: the fan had to be aged over 90.
The initiative, described as an “epic senior citizen discount”, intended to salute the “90-plus legends” who have spent nearly a century making memories, surviving life’s curveballs and keeping the party rolling. To win the supply, Fireball fans aged 90 and above could visit LifetimeSupplyofFireball.com, or be submitted through a nomination.
Danny Suich, global brand director for Fireball, said: “We’ve seen them all over social media, we’ve heard directly from the source, and we can confirm one undeniable truth: senior citizens love Fireball.”
Cygnet Gin jets into Singapore
Welsh brand Cygnet Gin has landed in Singapore, marking its first move into the Asian market. The brand has ambitions this year to expand globally and become a leader in the global luxury gin sector.
In December 2024, Matteo Fantacchiotti, the former global CEO of Campari Group, was appointed as partner and chairman on the brand’s board. On expanding to Singapore, he said: “This launch marks the first step in our 2025 City Strategy – following the footsteps of luxury consumers, and bringing Cygnet to key global capitals.”
Cygnet Gin was co-founded in 2023 by classical singer Katherine Jenkins OBE. In its second year it secured shelf space at some of London’s top bars and restaurants, as well national listings with UK supermarkets.
Southern Comfort hits the north with British rapper Aitch
Sazerac-owned Southern Comfort has collaborated with British rapper Aitch on a limited edition bottle – Northern Comfort.
The design of the bottles, which contain the American whiskey liqueur within, pays homage to the culture and energy of the UK’s north, and is adorned with a photo of Manchester-born Aitch, along with his signature.
To celebrate its launch, Aitch – real name Harrison James Armstrong – made a surprise appearance on a train heading up north in the UK, where he performed a one-off show with two of his newest tracks, Raving in the Studio and Straight Rhymez. The Northern Comfort bottle can be picked up at all major national retailers and convenience stores in the UK for £22 (US$28).
Gran Malo steps up its footprint in US
Spicy tamarind-flavoured Tequila liqueur Gran Malo has increased its presence in the US after expanding to a range of new states.
Previously, it was just available in Southern California, where it launched in 2024, but is now also in Arizona, Colorado, Nevada, New Mexico, California, and Texas. The 30% ABV liqueur is made with Tequila blanco, a blend of macerated Mexican chillies, and natural tamarind flavour. It was co-founded by Luisito Comunica – a Mexican content creator with more than 128 million followers on social media.
Britt West, chief commercial officer Spirit of Gallo, Gran Malo’s owner, said: “The power of Luisito Comunica… combined with a great-tasting liquid that stands out in the flavoured shot category, has allowed the brand to become one of Amazon’s top 10 sellers within all food and beverage in Mexico.”
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