Top 10 marketing moves from April 2025
With DJ link-ups and dance-centred campaigns, spirits brands were feeling the music with their marketing moves last month.
Two of April’s bigger marketing initiatives saw Diageo partner with DJ Peggy Gou on a special bottle of 1942 Tequila, while Edinburgh Gin danced to its own tune in a campaign called Perfectly Composed.
Meanwhile, beyond the sound of music, Malibu tapped actor Brian Cox to relay the importance of a healthy work-life balance, and two spirts brands expanded into Germany.
Keep on reading for the 10 standout marketing moves in April.
For our previous marketing roundups, see what spirits brands did to get eyes on their products in February and March.
Nemiroff puts a premium on Germany with deal
Ukrainian brand Nemiroff moved into the German premium vodka market after launching its De Luxe range in the country.
Nemiroff partnered with spirits producer Hardenberg-Wilthen to expand distribution of its premium vodkas in Germany, which will start with a focus on the off-trade and with plans also under way to secure listings with national retails.
Nemiroff CEO Yuriy Sorochynskiy said: “To reach a wider German audience and enter national retail chains, we needed a partner with deep market knowledge and strong distribution capabilities.”
Peggy Gou mixes for Don Julio
Diageo-owned Don Julio inked a creative partnership with Peggy Gou, which saw the South Korean DJ design a special bottle of the brand’s 1942 Tequila.
Labelled Don Julio 194구 (pronounced 194Gou), the bottle features mint green and deep purple colourways, while a contrasting holographic 194구 marks the label, and a chrome cap and sleek reflective finish round off the design. The bottles are also packaged in a box featuring an inset on the carton of a hand- drawn illustration, with a ‘shimmer’ effect and a personal message from Gou.
She said: “I wanted to create a bottle that stops you in your tracks the moment you see it. This collaboration offers supporters a taste of a superior Tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design.” Bottles of 194구are available globally at select retailers.
Irish Distillers hits the right spots in London
In celebration of World Art Day, which took place on 15 April, Irish Distillers launched a month-long campaign in London for its Spot Whiskey collection.
The campaign saw Irish bars in the capital, such as Daffodil Mulligan, Gibney’s, and The George feature cocktails made with Spot Whiskeys on their menus, while there were also exclusive art classes held in London art studios for fans to take part in, which paired Spot Whiskey cocktails with activities such as painting and pottery.
Spot Whiskey is produced by Irish Distillers at the Midleton Distillery in Cork, Ireland, and consists of rare single pot still expressions. The line- up includes Green Spot, Yellow Spot, Blue Spot, Red Spot, and Gold Spot.
Born Irish goes underground with Tube push
Drinksology Kirker Greer-owned Born Irish launched its first out-of-home (OOH) campaign last month on the London Underground.
The brand’s ‘Defiantly Dark, Deliciously Smooth’ campaign was visible through ‘high-impact’ advertising in what the brand called ‘key high- traffic sites’, such as Waterloo, Victoria, and Paddington stations.
The Defiantly Dark, Deliciously Smooth campaign aims to challenge everything consumers think they know about Irish whiskey through Born Irish, a stout-finished spirit.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “We are making a statement in some of the busiest locations in London, ensuring maximum impact and visibility for the brand. This campaign is part of our continued investment in Born Irish, and there’s plenty more to come; expect even bigger and bolder moves throughout 2025.”
Silent Pool is first past the post with Ascot partnership
English gin brand Silent Pool was named the official gin for annual horse racing meeting Royal Ascot, which this year takes place from 17 to 21 June.
The agreement has been signed for three years, and will also see the brand as Ascot Racecourse’s official gin supplier, making the gin available at the course in Windsor, England, all year round. At Royal Ascot, Silent Pool will feature as part of Royal Ascot Blush, Ascot’s best-selling signature cocktail.
Ian McCulloch, founder of Silent Pool Gin, said: “As an ultra-premium handcrafted gin with its distillery located in Surrey, Silent Pool is the perfect partner for the quintessential English luxury of Ascot. We look forward to developing this exciting collaboration over the coming years.”
Brian Cox kicks back for Malibu
Succession actor Brian Cox fronted Malibu’s latest campaign, which encourages work-life balance and for people to clock off work on time.
The Pernod Ricard-owned liqueur created the campaign after finding 71% of Americans feel pressured to work after hours, and do so for an average of 15 extra hours per week.
In the campaign’s short film, Cox is seen in a more laidback light compared to the character he plays on Succession, media mogul Logan Roy. Dressed in a bright pink suit, the actor roller-skates out of a chaotic boardroom meeting (at precisely 5.01pm) to hit the beach for a Malibu Piña Colada, and enjoy his after-work freedom.
Edinburgh Gin dances to its own tune
Ian Macleod Distillers-owned Edinburgh Gin unveiled a new campaign, titled Perfectly Composed.
The campaign features dynamic dance routines that aim to bring its ‘playful spirit’ to life, focusing on its core range including The Classic Gin, Rhubarb & Ginger Gin, Seaside Gin, and Rhubarb & Ginger Liqueur.
A ‘major investment’ has been made in the campaign to ensure it has maximum visibility both online through Meta and YouTube, and nationwide at premium digital sites in cities such as Edinburgh, London, Newcastle and Glasgow.
New look for New Amsterdam
Spirit of Gallo-owned New Amsterdam Vodka refreshed its visual identity in a move that the brand hopes will boost its presence on retail shelves.
The refresh is centred around the brand’s New Amsterdam Blue expression, whose bottle now has a new logo, label and design of the iconic cityscape of New York.
Brandon Lieb, vice-president of Spirit of Gallo, said: “New Amsterdam Vodka has always been rooted in creating connections – serving as a centrepiece to moments of celebration that bring people together.” New Amsterdam’s updated look was first seen in the latest episode of its ‘Find Your Wins’ campaign, which focuses on the friendly nature of competition between friends.
Ukiyo campaign travels around London
The Stir the Senses campaign from Ukiyo Japanese Spirits returned for a second year.
The campaign launched in 2024 in time for Japan’s cherry blossom season, which the brand used to showcase the Japanese ingredients featured in its gins and vodkas that “stir the senses” with each sip.
This year’s campaign was visible in the London Underground, at transport hubs including King’s Cross St Pancras, Liverpool Street, Waterloo, Victoria and Paddington.
The brand’s parent company, Drinksology Kirker Greer (DKG), used high-impact illuminated formats, and featured a QR code on the visuals offering commuters a 20% discount through the Ukiyo Spirits website.
Star & Key Rum lands in Germany
Mauritian rum brand Star & Key arrived in Germany through a partnership with Bremen-based distributor Eggerssohn.
Susanne Scheichl, managing director at Eggerssohn, said: “Star & Key embodies craftsmanship, tradition and authenticity, making it a perfect fit for our portfolio of exceptional spirits.”
Star & Key rums are produced at the Labourdonnais Estate in Mauritius, where they are distilled from freshly pressed sugarcane juice from sugarcane harvested from the estate’s fields. The brand debuted in Germany with two expressions: VSOP and Passion Fruit Rum.
Noting Germany’s “incredible spirits culture”, Star & Key’s marketing director Gary McLoughlin, added: “We couldn’t ask for a better partner to bring the Star & Key story to life in this market.”
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