Top 10 marketing moves from June 2025
From French holiday hotels to music festivals, spirit brands were soaking up those summer vibes with their marketing moves in June.
With the sun beating down on many in the Northern Hemisphere, two brands focused on summertime activities via music festivals and European getaways to promote their spirits.
Other brands trudged on with expansion plans, while one Cognac house looked to bring in a new fanbase from an unexpected sport.
The UK seemed to be a hotspot in June, with a pair of brands launching big campaigns in the region. For one, it was its biggest campaign to date.
Continue scrolling for the 10 best marketing moves from June.
For our previous marketing roundups, see what spirits brands had to offer in April and May.
Zoe Saldaña checks into the Grey Goose Hôtel
Grey Goose Vodka launched a campaign starring Oscar-winning actor Zoe Saldaña.
The campaign includes a series of 30-second shorts starring Saldaña – who won an Academy Award for her performance in Emilia Pérez in 2024. These depicted a European getaway destination, called the Grey Goose Hôtel, where time doesn’t exist.
The campaign is about “savouring moments of pleasure instead of obsessing over productivity”, or to “live as the French do”, after research found many Americans feel too much pressure from work to be able to enjoy their holidays. In one short, titled Not So Dry Martini Cocktail, Saldaña and friends are seen on the beach enjoying Grey Goose cocktails when it begins to rain. Instead of letting the rain ruin their fun, the group embrace the weather.
Rémy Martin tackles rugby
Cognac brand Rémy Martin has kicked off a media partnership with The Good, The Bad & The Rugby podcast.
The brand is looking to encourage podcast listeners to explore the spirit and its versatility, particularly with its VSOP expression, and demystify Cognac for millions of rugby supporters. The activation features a two-part video series where the podcast’s founders – England rugby players James Haskell and Mike Tindall, alongside broadcaster Alex Payne – head to Cognac to learn about the terroir and people behind Rémy Martin VSOP at its estate.
The videos will be followed by a series of branded segments and live events during the Women’s Rugby World Cup in August and September, and during the Autumn Nations series in November, to coincide with the key Cognac sales period.
Beach Bum Rum perks up bottle
Mauritian rum brand Beach Bum has refreshed its packaging with a new bottle design.
The new look aims to reflect the company’s craft roots and island heritage. New features include a bespoke glass mould, which is a first for the brand, as well as a new shape that aims to enhance the bottle’s shelf presence and lend a distinctive identity to its caramelised molasses, coconut, and vanilla recipe.
Meanwhile, the paper for the label is made from 95% recycled sugarcane fibre in line with the brand’s commitment to sustainability. The illustrations draw inspiration from Mauritius’s landscapes and ‘vacation vibes’.
Additionally, the bottles are capped with a new cork that depicts a map of Mauritius. David Adamson, CEO of Beach Bum Beverages, said: “This new packaging is a celebration of Mauritius and a reflection of the premium quality we’ve always delivered.”
Slovakia’s Tatratea hits the summer festival circuit
Slovak spirit Tatratea is making appearances at some of Europe’s biggest festivals this summer.
The tea-based herbal liqueur has already been present at the Czech Republic’s Rock for People and Colours of Ostrava festivals, and in August, will attend Hungary’s Sziget and Strand festivals.
At the festivals, attendees can visit Tatatrea’s stand for signature cocktails, chilled shots, and immersive activities. The festivals each cater to different audiences, from beachside partiers to alternative rockers, allowing the brand to connect with a diverse range of people.
Kristína Horná, marketing specialist at Tatratea, said: “We’re building visibility, yes – but more importantly, we’re building education. People try a Tatratea cocktail at a festival, then look for it at their local bar.”
Rum Sérum fires up Baltics with Mamie
Panamanian rum brand Sérum launched its Mamie expression in the Baltics region through a partnership with distributor 3B Solutions.
Sérum Mamie, a rum infused with cocoa, vanilla, and toffee, is the brand’s bestselling expression. Darius Augaitis, director of 3B Solutions, said the rum’s “notes of cocoa and toffee caramel make it a strong contender even against well-established brands currently leading the market”. The rum was inspired by a woman who ran Kelley’s Ritz, Panama City’s ‘most infamous’ bar in the 1920s.
Stepan Stanek, export manager of Serum Rum, added: “We created Mamie as a tribute to a bold female icon from Panama’s roaring past.”
Pernod Ricard backs Altos Tequila – and Alan – in the UK
Pernod Ricard UK invested a six-figure sum into Altos Tequila’s ‘Alan the Bartender’ campaign.
The campaign debuted in the UK in 2024, and returned to the country in June and July this year. It’s part of a bid to boost brand awareness and promote Tequila’s two hero cocktails: the Margarita and Paloma.
Altos is trialling out-of-home visuals in London, which it says is the UK’s top city for Tequila consumption. It will also feature on social media, digital channels, and broadcast video on demand.
Hawksbill swoops to save turtles
Caribbean spiced rum Hawksbill has pledged to save 100,000 sea turtle hatchlings over the next 12 months.
The rum brand will support non-profit conservation organisation See Turtles and its ‘Billion Baby Turtles’ programme, which funds local communities to patrol nesting beaches worldwide. The organisation works to protect critically endangered species, such as the Hawksbill turtles, so they can hatch and then safely reach the ocean.
Deena Brown, senior brand manager of Hawksbill Rum, said: “We’re thrilled to support See Turtles and take action to protect a species that not only inspires our brand but urgently needs our help.”
Neit arrives in Spain at luxury resort
Irish whiskey brand Neit landed in Spain through a partnership with distributor Cuesta.
The brand’s first listing in Spain is with luxury resort Six Senses Ibiza, where the brand will be part of a summer event series, which blends its contemporary whiskey culture with the resort’s unique setting and lifestyle. The events include curated tastings, mixology masterclasses, and sensory pairing experiences.
Francesco Fracassi, co-founder of Neit Whiskey, said: “Spain is a natural next step for Neit – vibrant, expressive, and rooted in appreciation for quality and culture. Our partnership with Cuesta ensures a strong local presence, while Six Senses Ibiza offers the perfect platform to introduce our brand to discerning Spanish consumers and international tastemakers alike.”
Jameson kits up for Women’s Euros
Pernod Ricard-owned Irish whiskey brand Jameson has co-created a trio of football jerseys for the UEFA Women’s Euro 2025 tournament.
The three jerseys – Total Éire (representing Ireland), Noughties Roses (England) and Deutsche Vibes (Germany) – were designed in collaboration with creative agency Lover’s FC and the Goalposts League, an inclusive LGBTQ+ and women’s grassroots five- and seven-aside football community organisation.
Julia Massies, managing director for Pernod Ricard UK, said: “Everything we do is reflective of what the sport ultimately represents: community. It was a pleasure to collaborate once again and shine a light on the talent within female sport.”
The jerseys each retail for £45 (US$60), and are available from Jameson’s merchandise website.
Moth spreads its wings across the UK
Canned cocktail maker Moth launched a campaign in the UK, which is its biggest to date.
With a new product tagline, ‘Cocktails in a little black can’, the campaign targets 500-plus postcodes in London, Glasgow, Edinburgh, Manchester, Bristol, and Brighton.
Sam Hunt, Moth’s co-founder, said: “Our cocktails take drinkers to a summer of dreams, while the national reach of the campaign signposts our deep distribution across the UK, making it even easier for consumers to bring Moth into their summer plans.”
Following the campaign’s first stage, which ran in June, the second stage will go live from 28 July to 24 August.
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