Top 10 marketing moves from December 2025
AI, the World Darts Championship and Harrison Ford all had parts to play in last year’s final roundup of marketing moves from spirits brands.
From Fembot at the Super Bowl to superfans at the darts, December was a typically busy month for spirits brands as they made their last marketing pushes of the year.
Sazerac pulled the curtain down on 2025 with two major marketing initiatives. One for Fireball regarding the search for a superfan to attend the biggest darts tournament of the year, and the other for the vodka brand it acquired at the start of last year, Svedka, which will star in a Super Bowl LX advert involving AI.
Elsewhere, Glenmorangie had Harrison Ford (or Hassimon Ford, as he would say) spreading Christmas cheer and Altos Tequila got ready to serve up cocktails at the upcoming Australian Open tennis grand slam.
Scroll down to find out the top 10 marketing moves in December.
To catch up on previous marketing moves, here’s what brands were up to in October and November.
Harrison Ford spreads Christmas cheer with Glenmorangie
Ahead of Christmas, Harrison Ford, wearing a kilt and a Santa hat, delivered a festive message as part of Glenmorangie’s Once Upon a Time in Scotland campaign.
Articulating himself as ‘Hassimon Ford’, the Indiana Jones and Star Wars actor, with a bottle of the brand’s 12-year-old Original single malt in hand, corrects himself and relays the message: “The happiest of holidays on behalf of Glenmorungie”, before correcting himself once more on the pronunciation and signing off with a toast.
The advert was directed by actor Joel Edgerton and is part of a campaign that follows the journey of Ford, who is initially reluctant to shoot an advertisement for Glenmorangie but is ultimately won over by the brand’s craftsmanship, people and whisky.
Rémy Martin calls its shot
Cognac brand Rémy Martin launched its My Call campaign, which shows how people define and celebrate success.
Creative agency Unreasonable Studios produced the campaign, which will be featured in digital, social, and out-of-home placements. It features the brand’s core Rémy Martin Cognacs – 1738 Accord Royal, VSOP, and XO – alongside ‘intimate, reflective’ moments of individuals “honouring a path defined entirely on their own terms”.
Tonia Mancino, vice-president of luxury brands for Rémy Cointreau Americas, said: “My Call celebrates a new generation of artists, innovators, and cultural shifters who define their achievements through intention, discipline, and impact. This campaign is about honouring the choices, the process, and the personal conviction behind how modern success is shaped.”
Svedka touches down with Super Bowl ad
Sazerac-owned Svedka Vodka will have a commercial at Super Bowl LX, which takes place on Sunday 8 February 2026.
The advert is the game’s first spot dedicated solely to vodka in more than 30 years. It will be partially created by artificial intelligence (AI) through San Francisco-based AI innovation lab Silverside. Svedka’s ‘Fembot’ will star in the advert, and will be joined by a new sidekick in the BroBot. The brand has partnered with actor and singer Victoria Justice to help choreograph Fembot’s performance.
Sara Saunders, Sazerac’s chief marketing officer, said: “Our ad will blend human creativity and dance moves with modern technology; we can’t wait for fans across the world to see it all come to life this February.”
Neurita to heat up in the US
Tequila brand Neurita will enter the US market this year, and has partnered with brand agency Wildfire Advisory for the launch.
Lucy Smith, founder of Neurita, said: “Partnering with Wildfire marks a major step forward for Neurita as we prepare to enter the US – a market that continues to define global trends in spirits. Wildfire brings years of proven expertise, a deep understanding of premium Tequila, and an ability to build culturally resonant brands.”
Wildfire Advisory will lead the strategy, creative, and market activation for Neurita’s US launch. The brand is known for its flavoured Tequila range, and added an unflavoured premium 100% agave blanco to its lineup last September. Smith founded the brand in 2022.
Conor Hardy, co-founder of Wildfire Agency, added: “Neurita is entering the US at exactly the right moment.”
Fireball on target for World Darts Championship
As an official sponsor of the World Darts Championship 2026, which took place between 11 December and 3 January, Fireball put out a search for a darts ‘final boss’.
The cinnamon-flavoured whisky liqueur’s campaign offered one superfan the chance to attend every session of the championship at Alexandra Palace in London. The winner was able to enjoy a ‘money-can’t-buy experience to see every day of the biggest darting tournament, from the best seat in the house’.
Lorenzo Farronato, a spokesperson at Fireball, said: “We wanted to find the biggest fan in Britain; someone who’d bunk off work, skip Christmas drinks and maybe even risk a breakup, all for the love of the darts.”
Fireball signed a multi-year partnership with the Professional Darts Corporation in July 2024.
Stock Spirits backs responsible festive drinking
Sierra Tequila owner Stock Spirits Group launched a campaign for Christmas that was focused on moderation.
The company’s Sip It Smart Christmas campaign promoted a 20-minute pause between drinks, encouraging people to pace their drinking and make more mindful choices. Stock Spirits emphasised that waiting 20 minutes between drinks is about being present in the celebration, not merely watching the clock.
Radek Lewandowski, sustainability director at Stock Spirits Group, explained: “The 20-minute idea gives everyone a tangible way to slow down together and make moderation part of the occasion.”
Sir Edmond continues its support for African wildlife
Dutch gin brand Sir Edmond has renewed its financial support for the African Wildlife Foundation (AWF).
The AWF is an African conservation organisation that focuses on creating opportunities for wildlife and people. For each bottle of Sir Edmond Gin sold, a donation is made to the AWF to support its efforts.
According to AWF’s official acknowledgement, support from Sir Edmond Gin enhances the foundation’s capacity to work with African communities, local institutions, and governments to protect wildlife and natural spaces across the continent.
Kinahan’s Irish Whiskey basks in Kasc Project success
Origen X-owned Kinahan’s Irish Whiskey set a new brand sales record in 2025, driven by its Kasc Project.
The project is a portfolio of ‘hybrid cask’ Irish whiskeys that includes Kasc LL, Kasc B, and Kasc M. The hybrid casks are made from a combination of five wood types: American, French, Portuguese, Hungarian oak, and chestnut. Zak Oganian, CEO of Origen X Group, said: “We are talking hundreds of thousands of extra units sold in 2025 versus 2024. May and November 2025 were record-breaking months for us.”
Origen X also earmarked the United Arab Emirates (UAE) as one of the Middle East’s most dynamic markets for spirits. The group secured listings at Barracuda – a leading independent spirits retailer – for Kinahan’s, as well as its other spirits brands Mikolasch and Bagot’s.
Altos serves up Tequila at the tennis
Pernod Ricard-owned Altos has been named as the first official Tequila of the Australian Open tennis tournament.
The tournament takes place in Melbourne, at Melbourne Park from 12 January to 1 February. The brand’s partnership with the first tennis grand slam of the year sees the opening of Casa Altos at the precinct’s Grand Slam Oval. The space features a nine-metre bar shaking courtside Tequila cocktails – from classics to an exclusive Australian Open signature serve.
Across the Melbourne Park, fans can also grab ready-to-drink Altos Lime Margaritas and Altos Watermelon Margaritas at Australian Open’s bars, providing easy access to Tequila during the tournament. Código 1530 Tequila also joins Altos onsite as part of Pernod Ricard’s agave spirits portfolio presence at the tournament.
Lancaster Spirits demonstrates that the proof is in the digital pudding
English producer Lancaster Spirits Co integrated Proof 8’s blockchain-backed distillery and warehouse management platform into its core operations.
The platform gives the distillery realtime access to key performance data, while automated HMRC and duty reporting helps reduce administrative workload and compliance risks.
Phil Simpson, managing director of Lancaster Spirits Co, said: “Today’s industry demands us to look at how we can be smarter, while retaining all that’s unique about our distillery.”
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