Top marketing moves from February 2026
From London Fashion Week to the Brits and Super Bowl LX, spirits brands were absolutely everywhere with their marketing moves in February.
If there was a major event to be seen in February, be it the Brit Awards or the Grammys, you could expect a spirits brand to be there on-hand.
Many brands looked to make the most of the month’s busy entertainment lineup as shown by our latest roundup of marketing initiatives.
Outside of the star-studded promotions, there were new designs and important campaigns, plus the McConaugheys horsing around for their Tequila brand Pantalones.
Scroll down for the full list of February’s top marketing campaigns.
To see how spirits brands marketed their products to start 2026, take a look at our previous roundup from January.
Brother’s Bond sinks teeth into UK market
American whiskey brand Brother’s Bond Bourbon, founded by Vampire Diaries actors Ian Somerhalder and Paul Wesley, launched in the UK.
The brand is distributed by Maverick Drinks, which will lead full distribution in on‐ and off‐trade channels, with a focus on e‐commerce. The strategy is designed to introduce new consumers to American whiskey through an accessible style, while engaging established whisky drinkers with award‐winning liquid, supported by education and targeted activation aligned with current consumption trends.
Vincent Hanna, CEO of Brother’s Bond Bourbon, said: “As we launch in the UK, we’re entering a market with a deep appreciation for whisky and a growing appetite for well‐made American expressions.”
Johnnie Walker and Sabrina Carpenter hit high note
The global partnership between Johnnie Walker and singer Sabrina Carpenter entered its next phase at the Grammy Awards.
On the weekend of the awards last month, the Diageo‐owned whisky brand hosted a range of “high‐impact moments” in Los Angeles, including a cocktail projection over the city skyline. At the centre of Johnnie Walker’s Grammys presence was the Go Go Highball, Carpenter’s signature cocktail made with the brand’s Black Label whisky.
The cocktail was served to the stars at some of the weekend’s biggest pre‐ and post‐celebration events. Carpenter was nominated for six awards at this year’s Grammys. The artist joined Johnnie Walker on a multi‐year partnership in August 2025.
Passoã celebrates its 40th anniversary
Lucas Bols launched a global campaign for Passoã to mark the passion fruit liqueur’s 40th anniversary this year.
Titled Taste the Sunset, the campaign is centred around Passoã’s identity as the “gateway to your sunset escape” and aims to inspire bartenders, energise cocktail menus and promote early‐evening occasions.
The campaign will be highlighted through partnerships with more than 40 flagship bars worldwide, plus a variety of activations throughout 2026, including the introduction of a Sunset Tracker on the Passoã website.The tool will notify consumers two hours before sunset in their city, and direct them to recommended Passoã bars and sunset viewing spots.
Renais Gin breaks ground at Fallow
The gin brand co‐founded by Emma and Alex Watson, Renais, has secured an on‐trade partnership with London restaurant Fallow.
Renais is now served as the exclusive gin at Fallow and its sister restaurants, Roe Restaurant and Fowl, which each focus on modern British cuisine and hospitality. As well as a prominent position on the back bar, Renais features as the base for Fallow’s Rhubarb and Custard Spritz, which is made with rhubarb, yoghurt, and vanilla.
Alex Watson said: “We are delighted to be working with Fallow and its sister restaurants. They are renowned for their commitment to sustainability and offering customers unparalleled quality, an ethos which aligns with Renais.” The brand has established a presence at the top‐end of London’s bar and restaurant scene with listings at The Savoy and Scarfes Bar.
Traveller Whisky heads to Super Bowl LX
Traveller whisky, founded by country music star Chris Stapleton, had a 30‐second commercial during last month’s Super Bowl LX.
The advert, titled Made for the Moment, aired just before kickoff on NBC and Telemundo, and showed Stapleton and Buffalo Trace master distiller Harlen Wheatley working in the distillery.
Stapleton also strums the opening bars of ‘The Star Spangled Banner’, calling back to his 2024 Super Bowl performance. In the spot, he emphasises “playing the long game” for both music and the craft of whisky‐making. The ad was created with Sazerac’s in‐house agency, The Shop, and Ode Studio.
McConaugheys horse around for Pantalones Tequila
The co-founders of Pantalones Tequila, Matthew and Camila McConaughey, marked Valentine’s Day with a campaign and an on‐trade partnership.
The pair ditched the “traditional Valentine’s Day date night” and chose to instead “ride bareback straight into the holiday” while crowning Pantalones as the “official Tequila of riding bareback”. The tagline is part of the brand’s ‘Official Tequila Of’ campaign, which presents Pantalones as the ‘official’ Tequila of various situations, starring the McConaugheys in adverts without their pants.
The brand signed a deal with restaurant chain Fuzzy’s Taco Shop, with the venue offering two cocktails on its menus nationwide in the US, both made with Pantalones. One was a duo‐pour Margarita, and the other was the Pants on Fire Margarita.
Famous Grouse tackles rugby match-day socialising
The Famous Grouse teamed up with Line of Duty actor Martin Compston for a video series ahead of the Guinness Six Nations rugby tournament, titled The Get Together.
The series is the latest part of the Edrington‐owned whisky brand’s long‐standing partnership with Scottish Rugby, which started in 1990. The series shines light on matchday socialising and how live sport acts as a social glue, as one of the few moments for when friends do still set aside plans for spending time together.
The brand’s marketing manager, Karen Daly, said: “Rugby isn’t just about who’s scoring the tries – it’s about who you’re watching it with.”
El Tequileño is given a warm welcome in Thailand
Tequila brand El Tequileño has arrived in the Thai market through its export partner Charter Brands.
Charter Brands has appointed two distributors for the marque in the region: Lucky Dragon Import Co and Inspirador Agave Spirits. They will be responsible for introducing El Tequileño’s Tequila range to Thailand’s hospitality and retail sectors, as well as enhancing the spirit category’s profile in the market.
Tayla Wilson, account manager at Charter Brands, said: “Their expertise in the local market, combined with the brand’s authenticity and heritage, positions us to grow Tequila awareness and establish El Tequileño as a leading premium option for Thai consumers.” Lucky Dragon Import Co and Inspirador Agave Spirits were founded by Michael Fairweather.
Dublin’s Own hires a Charter to fly off to Portugal
Export partner Charter Brands teamed up with distributor Viriathus Drinks to launch Dublin’s Own Irish Whiskey in Portugal.
The Irish whiskey brand joined the Charter Brands portfolio last year, with the company being responsible for introducing Dublin’s Own to a global audience.
Tayla Wilson, account manager at Charter Brands, said: “Our partnership with Viriathus Drinks gives the brand the right foundation and distribution expertise to build sustainable results. “With its distinctive quality and identity, Dublin’s Own is positioned not just to compete but to earn a meaningful foothold in the Irish whiskey category.”
Hennessy stars at Brit Awards in Manchester
LVMH-owned Hennessy was the official Cognac of the 2026 Brit Awards, which took place in Manchester last month.
Julie Nollet, managing director, Moët Hennessy UK, said: “Hennessy has long lived alongside music culture. From the studio to the stage, our Cognacs have been referenced in songs, shared at pivotal moments, and enjoyed across scenes for generations. As The Brit Awards with Mastercard arrive in Manchester for the first time, we’re proud to celebrate a city whose creativity and energy has shaped British music, and to be part of a moment that brings the industry together.”
This year’s edition of the Brit Awards was the first time in its five‐decade history that it was held outside of London.
Cincoro and LA Lakers team up for Tequila bottle
Tequila brand Cincoro released a Los Angeles Lakers‐themed bottle to mark its partnership with the National Basketball Association team.
Cincoro is the team’s official Tequila, and the limited‐edition bottle is designed with the Laker’s signature purple and gold colours, embossed with logos of both brands. The bottle contains a limited batch of Cincoro’s añejo Tequila that was selected by one of the brand’s co‐founders, Los Angeles Lakers governor Jeanie Buss. Buss co‐founded Cincoro Tequila in 2019 with sports entrepreneurs that included basketball icon Michael Jordan.
The Cincoro Añejo x Lakers bottle is available exclusively in Southern California for US$139.99.
Nemiroff hits the runway for London Fashion Week
Ukranian vodka brand Nemiroff has expanded its global That’s My Spirit brand platform into fashion after collaborating with fashion design label Ksenia Schnaider at London Fashion Week in February.
The brand has had sporting partnerships, and the expansion into fashion is “a natural evolution of our platform”, said CEO Yuriy Sorochynskiy. “The UK is a key growth market, and culturally relevant activations like this strengthen our connection with modern consumers.” The collaboration at Schnaider’s AW26 show saw Nemiroff’s bottle reimagined as a “visible artefact of identity”, placed deliberately on the runway.
Schnaider said: “Our design philosophy is about rethinking the familiar and elevating it. Placing Nemiroff at the centre of the catwalk… reflected that shared belief in boldness and identity.”
Compass Box recruits Karen Gillan for Hedonism
Scottish actor Karen Gillan has been named the muse for Compass Box’s 2026 release of Hedonism.
Hedonism, a blended grain whisky, was originally launched in 2000 as the ‘first’ Scotch whisky to prominently feature a woman on its label, and was relaunched as an annual limited release in 2023. On fronting this year’s edition, Inverness‐born Gillan, known for roles in Jumanji, Doctor Who, and The Marvel Cinematic Universe, said: “To be considered a muse for this whisky and to be a part of its story is deeply personal to me. Sharing whisky and stories are some of the best times of my life. There’s no wilder sensation than seeing yourself on a whisky bottle.”
Gillan is illustrated by artist Emma Hack, who reimagined the original Hedonism woman through a contemporary and layered perspective.
Gautier undergoes packaging update
Marie Brizard-owned Gautier Cognac has unveiled a design that blends the brand’s heritage with a contemporary look.
The brand has introduced a new visual identity for its VS and VSOP Cognacs, both bottled at 40% ABV. While still honouring its more than 350‐year legacy, the packaging’s premium evolution is said to be part of a broader brand‐enhancement strategy aimed at conveying cleaner, more contemporary lines that reflect the elegance and tradition of the Cognac house.
Gautier’s VS is made from a blend of eaux‐de‐vie that is aged in oak barrels for a minimum of two years, sourced from two terroirs: Fins Bois and Bons Bois. The VSOP is crafted from a blend of eaux‐ de‐vie aged for at least five years, sourced from the Petit Champagne, Fins Bois, and Bons Bois crus. Gautier Cognac has been owned by Marie Brizard since 1995.
Glenfiddich signals new era with redesign
William Grant & Sons has unveiled a new visual direction for Glenfiddich single malt whisky.
The new design draws on five generations of family history, featuring a reworked Grant family crest and reimagined and wordmark. Will Peacock, global brand managing director, William Grant & Sons, said: “This latest transformation reflects Glenfiddich’s living legacy as a British luxury icon while setting the scene for its next chapter.”
The distillery’s stag has been refined to reflect the character of the whisky and is framed by the distillery’s founding year of 1887.
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