Top 10 marketing moves from August 2025
From nabbing nightclub deals to unveiling new bottle designs, spirits brands were in celebration mode with their marketing moves in August.
August was also a month of change, with Jameson and Cactus Jack’s revamping the look of their iconic bottles. Meanwhile, Nemiroff continued to expand its network of sporting partnerships, and Nicholson signed a deal to bring its canned cocktails to one of the UK’s most-loved nightclubs.
Read on to find out what else ranked in this month’s top 10 marketing moves.
Check out what marketing initiatives had our interest in June and July.
Ministry of Sound welcomes Nicholson to the club
English brand Nicholson signed a partnership deal with Ministry of Sound that will see its canned ready-to-drink (RTD) cocktail range sold at the London nightclub.
On offer for partiers at the venue are four of the brand’s 200ml canned premixed cocktails: Espresso Martini, Classic Margarita, Pomelo Spritz, and Paloma. The Pomelo Spritz and Paloma have ABVs of 7.5%, while the Margarita and Espresso Martini sit at 12%.
Alex Johns, CEO of Nicholson, said: “We are absolutely delighted to be partnering with the Ministry, one of London’s truly iconic venues. This forms the start of a series of announcements we are really excited about as we engage more cocktail fans across the country.”
Jameson gives green light to revamped bottle
Pernod Ricard-owned Jameson Irish Whiskey refreshed the design of its original green bottle, subtly enhancing it with premium features.
The new Jameson Original bottle includes a brighter colour palette, a refined logo, and other additions, such as greater foil coverage, textured varnishes, embossing, and micro-embossing. Jameson’s home of Midleton, County Cork, is also highlighted on the label for the first time.
The new Original bottle rolled out across all formats, including 700ml, 750ml, one litre and 50ml. It is the first in a series of packaging updates across Jameson’s portfolio, which will roll out later in the year, including the brand’s Crested and Distiller’s Batch bottles in autumn.
Sierra Tequila is full of pride in Brighton
Stock Spirits Group-owned Sierra Tequila took part in the Brighton Pride 2025 celebrations as the event’s official Tequila partner.
For Brighton Pride, which took place on the weekend of 23 August, the brand featured on cocktail menus at various on-trade venues around the city, as well as at Preston Park and the Brighton Street Party. It was also available at select locations in the city in three Pride colours: the signature red-labelled blanco; Tropical, dressed in blue; and reposado, sporting a golden-yellow sombrero.
Rob Curteis, managing director of The Drinks Company, Sierra’s UK distributor, said: “Sierra Tequila was created for good times. We wanted to celebrate the funloving, joyful and welcoming values that Brighton has to offer, making it the perfect setting for a Pride celebration.”
Arkay shares Times Square spotlight
Alcohol-free ‘spirits’ maker Arkay Beverages offered other zero-proof brands the chance to share its advertising spot in Times Square, New York City, for free. The invite was open to all alcohol-free ‘spirits’, functional beverages and any brand that “promotes conscious, responsible drinking”.
Hoping to join forces in promoting a smart, healthier way to drink, Reynald Vito Grattagliano, founder of Arkay Beverages, said: “This isn’t about competition – it’s about collaboration. The more brands we showcase, the more consumers understand that zero-proof is not just a trend – it’s the future.”
The digital billboard in Times Square rotates every two minutes, and is viewed by more than 300,000 people daily. “We are on a mission to help people stay sober – to become better individuals, better fathers, and better human beings,” Grattagliano added.
The Drinks Trust renews WSET partnership
Industry charity The Drinks Trust has reopened the WSET (Wine & Spirit Education Trust) Bursary through its Develop scheme.
Designed to remove financial and social barriers to career progression in the drinks trade, applications for the bursary are encouraged across the industry, from aspiring bartenders and sommeliers to retail and production professionals. The scheme has previously supported more than 2,500 people with fully funded training, plus globally recognised qualifications in wine, spirits, sake and the newly launched beer course.
Nicky Burston, CEO of The Drinks Trust, said: “Our mission is to create a thriving drinks industry. By reopening the WSET Bursary, we are helping to level the playing field and ensure that opportunities for learning, growth and success are accessible to all, regardless of background or financial circumstance.”
Nemiroff continues its union with Australian rugby
Ukrainian vodka brand Nemiroff has added the Wallabies national men’s team to its list of Rugby Australia partnerships.
The brand also became the official vodka partner of Australia’s national women’s rugby team, the Wallaroos, in July. The agreement grants exclusive pouring rights at home test matches and major rugby events. Nemiroff will also gain promotional opportunities, including prominent visibility on Rugby Australia’s digital platforms, in-stadium branding, and integrated social media campaigns.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “This partnership with the Wallabies marks an important milestone in Nemiroff’s global expansion strategy. Aligning with such a prestigious sporting institution allows us to deepen local relevance.” Nemiroff launched in Australia in August 2024.
Redbreast unearths unhidden gems at Toronto’s film festival
Irish Distillers-owned Redbreast joined the Toronto International Film Festival (TIFF) as official whiskey partner.
Over the course of the festival, held from 4 to 14 September, the Irish whiskey brand will host a series of high-profile events aimed at engaging filmmakers, industry leaders, and festival-goers.
The partnership with TIFF is said to highlight Redbreast’s dedication to supporting emerging talent and authentic voices in film, which will manifest through the Redbreast Unhidden Gems selection: a curated list of seven to 10 films created in collaboration with TIFF’s programming team.
CasAzar Tequila and Miami Marlins agree to play ball
Tequila Stack-owned brand CasAzar has been named the official ultra-premium Tequila partner of the Miami Marlins.
Through the partnership, the Tequila’s range will be available at the baseball team’s home stadium, LoanDepot Park in Miami, Florida, including at the PNC Club, premium suites, select in-seat service locations and designated concourse bars during home games. CasAzar was founded last year by Viviana Sierraalta-Ramirez and Max Ramirez, who are now expanding distribution beyond Florida into more US markets.
Ramirez said: “Baseball rewards discipline, patience, and risk-taking – values that mirror our own journey. You don’t win overnight; you win by showing up, staying consistent, and taking your shot when it counts.”
Cactus Jack’s given a schnappy new look
Sour Schnapps brand Cactus Jack’s has unveiled a new design to mark its 20th anniversary.
The brand has relaunched with a new character-led look, built to attract Gen Z drinkers, as well as two new limited edition sour flavours.
The flavours – Pucker Peach and Twisted Strawberry & Lime – are both offered at 15% to tap into the lower-ABV space. To support the rebrand, Cactus Jack’s will participate in various trade shows and enhance its presence at wholesale providers, such as Bestway, Booker and United Wholesale Scotland.
Adnan Siddiqui, category manager of spirits at Bestway Wholesale, said: “We’re thrilled to see the bold new look of Cactus Jack’s hitting shelves at Best Buy.”
Formosa Imports helps Peddlers Gin in US
Chinese Gin Peddlers has launched in the US with Formosa Imports as its distributing partner.
John Lin, founder of Formosa Imports, said: “We’re thrilled to bring Peddlers Gin stateside. We find it increasingly rare for a spirit to be world-class and steeped in such a rich cultural history. Peddlers innovatively reimagines the classic London Dry with distinctly Chinese botanicals, and we’re excited for American consumers to explore these new flavour profiles.”
The brand combines traditions and ingredients from the West and East. Peddler’s Gin is infused with ingredients such as Sichuan pepper and lotus, and also has a Salted Plum Gin in its portfolio, made by infusing salted plum, orange peel, and mulberry.
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