Top 10 marketing moves from November 2025
Snoop Dogg called an old friend for Still G.I.N, while Hennessy joined Bad Bunny’s world tour – here’s how the world of spirits marketing looked in November.
That is indeed Martha Stewart pictured with Snoop Dogg and Dre Dre. The lifestyle guru’s link up with the rap duo as the new brand partner for Still G.I.N had our immediate attention last month, in a show of marketing 101.
Joining Stewart in November’s marketing ranks was a fun throwback to Matthew McConaughey’s first (and only) arrest, all in the name of making Pantalones the ‘Official Tequila of Marching to Your Own Beat’. And elsewhere, Aperol and BuzzBallz both used the gift of Christmas to spread holiday cheer – and of course draw eyeballs on their brand.
Scroll down for the rest of last month’s best spirits marketing initiatives.
After more marketing round-ups? Check out our top 10 lists from October and September.
Matthew McConaughey beats the drum for his old arrest in advert for Pantalones
Actor Matthew McConaughey looked back on one of his infamous moments to promote his Tequila brand Pantalones last month.
The Inception star was arrested in 1999, his only arrest, having been caught playing bongos naked by the police. In an advert for Pantalones, designed as a play to be ‘the Official Tequila of Marching to Your Own Beat’, his wife, the brand’s cofounder Camila McConaughey, recites the police report to him while sipping a glass of Pantalones reposado. The advert says: “Pantalones Organic Tequila, please bongo responsibly.”
The campaign also features a signature cocktail, the Pantsless & Famous, made with 20ml of Pantalones blanco, 20ml Aperol, 20ml yellow Chartreuse and 20ml fresh lime juice.
Ukraine’s Nemiroff announces listings in UK supermarkets
Ukrainian Vodka Nemiroff has upped its presence in the UK off-trade, securing nationwide listings at supermarkets Tesco and Waitrose.
The brand is now available at 660 Tesco stores and 232 Waitrose outlets throughout the UK. Yuriy Sorochynskiy, CEO of Nemiroff, said: “Our partnerships with Tesco and Waitrose mark another big step in Nemiroff’s UK journey. Tesco gives us the national reach to connect with mainstream shoppers, while Waitrose strengthens our presence in the premium space.”
The UK is a big market for the brand, with Nemiroff also partnering with multiple Premier League football teams to drive awareness.
Johnnie Walker steps in new direction
Diageo has refreshed Johnnie Walker’s global Keep Walking campaign, inviting a new generation of whisky drinkers to find meaning in everyday moments.
John Williams, global head of whisk(e)y at Diageo, said: “‘Keep Walking’ has powered Johnnie Walker for more than two decades, guiding our leadership in whisky and inspiring millions around the world. Today, people define progress on their own terms. This campaign reflects that shift and gives ‘Keep Walking’ new meaning for a new generation.”
The campaign debuted in North America with a 30-second hero film created by Grammy- nominated director Child, who works anonymously and is known for their bold, stylised aesthetic in music videos for artists such as Doja Cat and Post Malone.
Havana Club añejo bottle blooms in Martine Rose collab
Pernod-Ricard-owned rum brand Havana Club has released a limited-edition bottle of Añejo 7 Años, designed by British menswear designer Martine Rose.
The bottle features bold emblems, vibrant colours and delicate watercolour tiles inspired by the mosaic architecture of Havana. It combines Havana Club’s Cuban spirit and craftsmanship with Rose’s JamaicanBritish heritage and creativity. Rose said: “We wanted to capture the spirit of fun and celebration that is such a rich part of our shared heritage as Caribbean Island neighbours – while keeping our irreverent London attitude.”
The Havana Club x Martine Rose Añejo 7 Años bottle was released in tandem with Rose’s autumn/winter 2025 collection, in eight markets, including the UK, Romania, and Belgium, priced at £28.95 (US$38).
Hennessy Cognac and Bad Bunny picture a partnership for world tour
LVMH-owned Cognac house Hennessy partnered with Latin music star Bad Bunny on his Debí Tirar Más Fotos world tour.
The brand will create immersive activations and signature cocktails made with Cognac for the Puerto Rican singer’s tour, which began on 21 November in the Dominican Republic. The cocktails include The Hennessy De Coco, which blends coconut and fruit with Cognac, and the Hennessy Pasión – a mix of passionfruit and lemonade with Cognac.
Hennessy’s president, Charles Delapalme, said: “For decades, Hennessy has partnered with artists who share the same spirit of creativity and champion culture. We believe both music and Hennessy are crafted to move people.”
Dre and Snoop enlist Martha Stewart for Still G.I.N. role
Martha Stewart has joined rappers Dr Dre and Snoop Dogg as a brand partner on their Still G.I.N. brand.
Dr Dre and Snoop Dogg launched Still G.I.N. in October 2024. Stewart, an American lifestyle specialist, writer and television host, will create signature cocktails for the brand, while helping with promotion.
She said: “Gin has to have a superior flavour. It has to be smooth and not intrusive on your senses. Still G.I.N. is so flavourful and so aromatic. It’s my goto spirit now and I use it in cocktails where I might have used something else before. It’s just that versatile and good.”
Aperol and Nina Dobrev bring Christmas cheer
Campari-owned aperitivo brand Aperol has joined forces with actor Nina Dobrev on a Christmas campaign called Aperolidays.
The campaign is intended to inspire consumers to ‘gather, connect and Spritz together’ over the season. Dobrev said: “Especially during the holidays, there’s something about having an Aperol Spritz with the people I love that instantly feels joyful and effortless. It’s the perfect way to toast to the season.”
To support the Aperolidays campaign, Aperol is offering a limited-edition holiday cocktail kit, and has also added to its winter collection with Christmas jumpers, tree decorations and knitted beanies.
Sir Edmond lands in Cyprus
Dutch brand Sir Edmond Gin is now available in Cyprus – a market it says is exciting and dynamic for premium spirits.
The brand will be distributed in Cyprus by Denickom Enterprises and will expand in both the on-trade and retail sectors. Lotte Dekker, Sir Edmond Gin’s commercial manager, said: “We are thrilled to partner with Denickom Enterprises, a company that has proven trade experience. Together, we look forward to introducing Sir Edmond Gin to bartenders and gin enthusiasts across the island.”
Denickom will also lead Sir Edmond’s marketing and brand education in Cyprus. Konstantinos Nikolaou, general manager of Denickom Enterprises, added that the brand is “perfectly suited to our island’s vibrant bar culture and our appreciation for quality experiences”.
BuzzBallz rounds out Christmas offerings
Ready-to-drink (RTD) brand BuzzBallz has released a new festive flavour for Christmas, alongside a festive cooling shelf called Ballz on the Wallz.
The new flavour is called Elf Maple Syrup, and is described as a delicious, creamy mix of some of Buddy the Elf’s favourite foods, inspired by the main character in the film Elf. Ballz on the Wall, meanwhile, features LED lighting and a pullout drawer for cooling packs, which keep drinks chilled for up to three hours.
Vicepresident Jess Scheerhorn said: “Perfect for parties, gift swaps, or making your space the place to be, this cooling LED shelf is sized to hold any 200ml BuzzBallz, but we suggest using the Elf Maple Syrup Sundae flavour for a bit of added flair this holiday season.”
Born Irish arrives in UK Tesco outlets
Drinksology Kirker Greer-owned Born Irish is now available in Tesco stores in the UK, marking its first major grocery listing.
Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, said: “Securing this listing with Tesco marks an exciting milestone for Born Irish and for Kirker Greer Spirits, and it’s only the beginning.”
Born Irish is made through a blend of single malt and single grain Irish whiskeys, which are then aged in alligator char exBourbon and stout casks. To support its Tesco launch, the brand has planned a year-round pipeline of marketing, which includes its Defiantly Dark, Deliciously Smooth campaign and activations for St Patrick’s Day (17 March 2026).
McFarland added: “Being stocked in Tesco gives us the perfect platform to engage UK consumers who are curious to explore the category through a brand that connects both culturally and creatively.”
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