Top marketing moves from April 2026
From raising awareness on responsible drinking to celebrating short kings, here are April’s best spirits marketing moves.
Spirits marketing in April heated up with a link-up between a British apéritif and a luxury pleasure brand, while a big-name Tequila shook up the ‘world’s fastest Margarita’ in a Nascar car.
Elsewhere, serious initiatives promoted responsible drinking with a former Premier League football manager, but there were campaigns on the lighter side, too, with one starring comedian and The Hangover actor Ken Jeong.
Read on for the rest of the marketing moves that made us take notice last month.
For more marketing wins, see how brands pushed their products in February and March.
Double Dutch mixes it up with new name for tonic
Mixer brand Double Dutch renamed its Riviera Tonic Water to Sun & Sea Tonic Water.
The name change was made to “broaden the product’s world beyond a geographic reference” and also ensure clear global trademark ownership as the brand continues to expand internationally, Double Dutch said.
The product launched as Riviera Tonic Water in September 2025, and is made from a botanical blend of aromatic thyme, rosemary, bittersweet wormwood, and zesty lemon. In the EU, the name change will be completed within six months, while in the UK the change is already taking place.
Malibu prepares for a pink push with Sabrina Brier
Pernod Ricard launched a campaign for Malibu in support of its new guava-flavoured liqueur, Malibu Pink.
Titled Get Ready with Malibu Pink, the campaign stars TikTok influencer and comedian Sabrina Brier. It seeks to add a sweet touch to the shared getting-ready ritual. Brier said: “The best part of going out is getting ready, and Malibu Pink fits so perfectly into that ritual.”
Through spring and summer, Malibu will also host a series of live events and curated social moments for the campaign in collaboration with New York City-based lifestyle brand LoveShackFancy.
Nicholson bowls them over at the Oval
Pre-mixed cocktail supplier Nicholson has been appointed as an official supplier of The Kia Oval in London for the 2026 season.
Located in London’s Kennington, The Kia Oval is home to Surrey County Cricket Club (Surrey CCC). Nicholson’s Pitch Perfect Cocktails range will be available throughout the venue, with ready-to-drink (RTD) cans, bottled cocktails, and on-tap options.
Alex Johns, CEO of Nicholson, said: “We are incredibly proud to work with Surrey CCC and the Kia Oval to bring Nicholson’s unique range of pre-mixed cocktails to fans. From cans to bottles to on-tap serves, everything is delivered with speed and efficiency for the ultimate fan experience.”
Hello Soju scores LAFC partnership
California-based Hello Soju has signed a deal with Major League Soccer’s Los Angeles Football Club (LAFC) to be the team’s soju partner and official spirit-based ready-to- drink (RTD) partner.
Through the partnership, the brand’s canned RTDs will be available at the club’s ground, BMO Stadium, during home games at retail and concession locations. Fans in premium club spaces, including the Founders Club and Figueroa Club, also have the opportunity to try the brand’s soju as part of the matchday experience during designated matches.
Hello Soju CEO Elisabeth Baron said: “LAFC fans bring an energy that’s unmatched, passionate, global, and deeply connected to this city. That’s exactly the community we’re building around Hello Soju.”
Jameson signs former football manager Alan Curbishley for Drinkaware campaign
Irish whiskey Jameson has brought its Know Your Score campaign back for a second year, starring former footballer and manager Alan Curbishley.
The campaign was created in partnership with UK alcohol charity Drinkaware and offers a free three-minute online drinking check. Jameson is an official partner of the English Football League, and will use the partnership to spread awareness of the campaign to football fans across the country.
Curbishley, who fronts the campaign, delivers what appears to be a motivational prematch pep talk that turns into a serious reminder on responsible drinking.
Archers targets South Africa
De Kuyper Royal Distillers has launched Archers, its peach-flavoured liqueur, in South Africa.
Leo Evers, CEO of De Kuyper, said: “With its vibrant cocktail culture and the liqueur category showing yearly double-digit growth of the past five years in South Africa, this is a very promising market for us.”
Archers is available in South Africa via distribution partner Nicholson Smith. It can be found nationwide at key retailers and wholesale channels, including Makro, Checkers, and Ultra Liquors. Archers’ strategy in South Africa will be to focus on refreshing, easy-to-mix drinks that align with the local climate.
Disaronno keeps it sweet with pleasurable new campaign
Illva Saronno has launched a global campaign for its Italian liqueur Disaronno, titled The Dolce Side of Life.
The campaign invites consumers to enjoy “the sweet pleasures of everyday life”, and, along with the brand’s long-term platform, Everyday Dolce, aims to build momentum in the UK and attract a new generation of drinkers. Peter Dries, marketing director at Disaronno, said: “Dolce Side of Life is about bringing a fresh, contemporary energy to Disaronno while staying true to its Italian heritage.”
The campaign is based on insight that modern drinkers are increasingly looking for experiences that enhance their everyday moments. It was developed by creative agency 72andSunny Amsterdam.
Kavalan lands in Bahrain
Taiwan distillery Kavalan appointed Gulf Brands International (GBI) as its official distributor in the Kingdom of Bahrain.
Eight of the distillery’s Taiwanese whiskies are now available in Bahrain through GBI, including flagship single malts Kavalan Classic and Concertmaster, as well as Kavalan Lán, Distillery Select No.1, and Solist Ex-Bourbon Cask. The whiskies are distributed in the market through GBI’s multichannel platform, which includes premium retail, select on-trade venues, ecommerce and duty-free channels.
According to YT Lee, chairman of King Car Group, Kavalan’s owner, GBI will establish the brand as a leading premium Asian single malt whisky in Bahrain. Lee said: “This is Kavalan’s first market expansion in 2026. We’re very pleased to be working with one of Bahrain’s leading premium beverage distributors.”
Stoli Group expands in Italy and Australia
Stoli Group signed distribution partnerships in both Australia and Italy.
In Australia, the company has partnered with Amber Beverage to expand distribution of its flagship vodka brand, Stoli. Through Amber Beverage Australia, Stoli Vodka secured new retail listings across the country, which included 100 Local Liquors stores in New South Wales for its 700ml premium format. The brand is now available in more than 1,790 stores in Australia.
In Italy, Stoli Group has appointed Molinari Italia as the new distributor for Stoli and Elit vodkas, as well as Cenote Tequila.
Angostura taps into its Trinidadian roots for its rum portfolio redesign
House of Angostura has given its rum portfolio a redesign and incorporated more sustainable packaging for the range.
Angostura’s new look was inspired by the brand’s 200-year legacy and presence in Trinidad & Tobago. It aims to build on the reputation of its namesake bitters.
The design is being rolled out across the UK, and features sustainable components with a modern, lighterweight bottle, as well as a butterfly logo in the centre of the label made from responsibly sourced paper. The annual arrival of butterflies landing on the sugar cane is a signal that it’s time for harvest in Trinidad.
Ken Jeong elevates Espolòn short king campaign
Campari Group-owned Espolòn Tequila teamed up with actor and comedian Ken Jeong to celebrate Short King Week, which took place from 1-9 May.
The campaign highlighted the quality of Espolòn’s Tequila, while cheekily nodding to its bottle, which the brand said is “admittedly a bit of a short king”.
Jeong, who is 5’5”, stars in a series of videos to bring the campaign to life. “I feel very seen by this campaign,” The Hangover and Community actor joked. “What I love about Espolòn is that they don’t take themselves too seriously. They’re just focused on making great Tequila and are having fun with it. That energy felt incredibly relatable to me.”
Espolòn has also created a Nine Days of Short Kings advent calendar, which includes ‘fun-size’ essentials for making the perfect Margarita at home.
Cuervo and Nascar shake up ‘world’s fastest Margarita’
As part of its partnership with Nascar as the motorsport racing league’s official Tequila, Proximo Spirits’ Cuervo brand introduced what it dubbed as “the world’s fastest Margarita”.
Ahead of the Jack Link’s 500 race at Talladega Superspeedway from 24 to 26 April, the brand hit the track in a Nascar racecar with a cocktail shaker and all the Margarita ingredients. The velocity from the track, where cars top 200mph, shook the shaker to create the cocktail.
Craig Stimmel, Nascar’s senior vice president and chief commercial officer, said: “The debut of Cuervo’s World’s Fastest Margarita is another way we’re elevating the fan experience in a uniquely Nascar way.”
Hayman’s promotion takes flight
Gin brand Hayman’s launched an international on-pack retail competition with a trip to London up for grabs.
The promotion features a bottleneck tag that gives gin shoppers in New Zealand, Australia, Canada, Denmark, Germany, the Netherlands, Croatia, and Hungary the chance to win an all-expenses-paid trip to London worth more than £7,000 (US$9,443). To enter, participants must buy a 70cl bottle of Hayman’s gin and scan the QR code on the neck tag to access the competition landing page. The winner will be chosen in December 2026.
Miranda Hayman, co-owner of Hayman’s Gin, said: “The chance to win a trip to London is a wonderful prize – from enjoying classic cocktails at London landmarks, a West End performance and, of course, visiting our London Distillery.”
Koch Mezcal expands availability
Export partner Brand Venture has appointed Maison Ferrand as Koch Mezcal’s exclusive distributor in the UK.
Koch Mezcal joins brands such as Adriatico Amaretto and Boann Irish Whiskey in Maison Ferrand UK’s distribution portfolio. Jan Bernd Koster, partner at Brand Venture, said: “The UK is a key market for premium spirits. Maison Ferrand is a strong partner with the right expertise and portfolio to build Koch Mezcal’s presence in a meaningful and sustainable way.”
In April, Koch Mezcal also launched in Hungary through a partnership between Brand Venture and Janker/Mr Alkohol. Janker/Mr Alkohol is one of the country’s leading platforms for premium spirits sales, imports and wholesale distribution. “Hungary offers a knowledgeable and curious audience, and JanKer, powered by Mr Alkohol, is a strong partner to support longterm growth,” Koster added.
Botivo and Coco de Mer collaboration arouses interest
British apéritif Botivo has joined forces with Coco de Mer on a limited edition aphrodisiac-inspired expression.
Crafted in collaboration with Coco de Mer in celebration of the luxury pleasure brand’s 25th anniversary, the expression has layers of cherry, chilli, velvety cacao, and warming ginseng, which have been incorporated into the non-alcoholic apéritif’s botanical base.
Limited to a run of 1,000 bottles, and positioned as a collectable cultural object, the bottle’s label artwork was designed by Rozalina Burkova, and reimagines Botivo’s illustrated characters through Coco de Mer’s sensual lens. Botivo x Coco De Mer is available at Coco de Mer’s flagship London store for £34 (US$46).
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