Top marketing moves from June 2026
From Madonna’s new album to football and Jonathan Bailey, here is how marketing looked for spirits brands in June.
With the start of summer, a new album from one of the world’s most successful pop singers, and lots and lots of football, June was a prime month for brands to draw new eyes onto their products. Sports partnerships, celebrity link ups and campaigns were all front and centre of the month’s marketing initiatives.
For June’s full lineup of spirits marketing moves, scroll down.
Of how brands spotlighted their products in previous months, find our marketing roundups from April and May.
David Brent and The Office inspire limited Dutch Barn Vodka bottle
Dutch Barn Vodka, co-owned by comedian Ricky Gervais, released a limited edition bottle inspired by TV series The Office.
Gervais co-created The Office, and the fictional character he plays that illustrates the bottle, office middle-manager David Brent. The release commemorates the 25th anniversary of the original UK-based show, which first aired in the UK on 9 July 2001. “£40, 40% ABV, one litre, you do the math,” Gervais said, taking inspiration from a classic Brent quote.
Dutch Barn added: “Twenty-five years ago, a paper comedy in Slough became one of the greatest comedies ever made.” The one-litre white bottle can be ordered from the brand’s website.
Football is a universal language at Pantalones
Tequila brand Pantalones has used AI to share a multilingual message from its co-founder, actor Matthew McConaughey, with global football fans in a new campaign.
Created in partnership with ElevenLabs AI technology, and with McConaughey’s permission, the message extends a warm “welcome” to the global football community in multiple languages. The Oscar-winning actor trademarked his image and voice for AI use in January 2026.
With the Fifa men’s World Cup taking place in June and July, Pantalones also celebrated by offering special football-inspired cocktails at sports bars in the UK, including Rileys and ETM sports bars in London.
Tito’s reveals its first UK-wide campaign
Texas-based Tito’s Handmade Vodka rolled out its first national UK campaign as part of the brand’s long-term investment in the market.
The campaign features a high-visibility integrated activation, spanning out-of-home (OOH) advertising, creator partnerships, retail and trade activity in London, Manchester, and Edinburgh. It is built around the brand’s ‘Real Good Vodka’ platform, and marks the first major step for Tito’s in the UK. There will also be more than 400 nationwide OOH placements, alongside 25 branded London taxis, and retail activations in UK supermarkets Sainsbury’s and Waitrose.
Christian Ozzati, Tito’s international marketing director, said: “The UK is an incredibly important market for us long-term. Our first campaign is about showing up in a bold, confident way, while continuing to build the right foundations across retail, trade and culture.”
Vieroma offers choc treatment in the US
Peruvian cacao liqueur Vieroma partnered with New York-based Helmsman Imports to launch in the US, where it has teamed up with three distributors.
Juliette Dougherty, business-development manager at Helmsman Imports, said: “Most liqueurs are built around flavouring systems and shelf speed. Vieroma is built around a real ingredient with a traceable, difficult supply chain. That’s a different conversation with buyers, and it’s one the market is ready for.”
Through Helmsman Imports, Vieroma has secured distribution deals with Western States Beverages in California, Franco Wine and Spirits in Nevada, and Favorite Brands in Texas. Helmsman Imports will manage compliance, importation, and market entry as the brand expands into new states.
Passoã highlights vibrancy in new bottle design
Lucas Bols-owned Passoã revealed a new packaging design.
The new look, which is part of the passion fruit liqueur’s 40th-anniversary celebrations this year, reimagines the brand’s matte black bottle. It boasts a transparent window at the bottom that highlights Passoã’s orange liquid. The revamped bottle has been rolled out in the US and launched in a 750ml format to support both retail and on-trade execution, along with a new one-litre size specifically developed for bars and restaurants.
“This new bottle reflects where cocktail culture is heading today,” said Ignacio Llaneza, vice-president of marketing for the US and Canada at Lucas Bols. “Consumers are looking for cocktails that feel vibrant, social, and memorable, whether at brunch, rooftop occasions, aperitivo moments, or entertaining at home.”
Kendall Jenner offers summer dreams with 818 Tequila push
Tequila brand 818, co-founded by Kendall Jenner, launched a campaign titled Best Summer Ever.
The campaign aims to turn a dream summer for multiple fans into a reality and is centred around a US$8,180 sweepstakes giveaway through the summer months. In addition to the sweepstakes, the brand is also hosting ‘summer Friday’ giveaways on its social media channels, which feature curated 818 cocktails and collaborations, alongside partner brands such as Dune Suncare and Hommey.
Absolut has a Madonna- related confession to make
Pernod Ricard-owned Absolut joined with Madonna to be the official vodka partner of the singer’s new Confessions II album.
“Confessions II is rooted in the idea of the dance floor as a ritualistic space where people can express themselves freely and connect with one another,” said Madonna, who released her new album on 3 July. “Absolut shares that spirit. Together, we’re creating experiences that encourage people to put down their phones, be present in the moment, and rediscover the joy of connecting through music and dance.”
To mark the partnership, Absolut partnered with Special Offer, the design team behind Confessions II’s visual identity, to unveil an Absolut Icon campaign.
Harry Redknapp offers England football fans free BuzzBallz for men’s World Cup
A campaign fronted by former football player and manager Harry Redknapp saw Sazerac give away 21,866 free BuzzBallz in the UK this summer.
The figure represented one BuzzBallz for every day since the England men’s team had last lifted the trophy, at Wembley Stadium in 1966. Titled ‘Show Us Your (Buzz) Ballz’, the campaign aims to capture the “fun, humour and spontaneity” of following the team during a major tournament.
The ready-to-drink brand invited England fans of legal drinking age to upload a photo or video showing “where (and how) their BuzzBallz are turning up during the tournament in a funny, spontaneous or unexpected way”.
Jonathan Bailey is the man for Martini
Wicked actor Jonathan Bailey reprised his partnership with Martini vermouth in a new multi-year deal.
Bailey first collaborated with the aperitivo brand last summer. This year’s campaign includes a short film and a series of portraits featuring the actor arriving on the coast outside Venice to “unlock the art of sprezzatura”, which Martini describes as “the effortless confidence and attitude synonymous with Martini and Italian culture”.
The film opens with Bailey pulling up in an original 1970s Martini racing car, a nod to the brand’s heritage as a motorsports sponsor, and concludes with him pouring a Spritz using the brand’s Bianco expression. Emma Fox, the brand’s global vice-president, said of Bailey’s involvement: “He has a natural ability to make every moment feel both aspirational and accessible.”
Starward scores with Rugby Australia
Melbourne distillery Starward agreed to a multi-year partnership with Rugby Australia.
As official whisky partner, the brand will be at the centre of fan experiences at all home Wallabies and Wallaroos Test matches – plus the Perth Sevens. The deal includes exclusive pourage and interactive activation rights, as well as extensive rights to matchday hospitality, stadium signage, player appearances, co-branded merchandise, and limited edition product releases.
Starward founder David Vitale said: “When I started Starward, I wanted to make a whisky that could stand next to the world’s best and belong there – not as an Australian version of something else, but as something the world hadn’t tasted before. The Wallabies and Wallaroos are building toward that moment: Australia on home soil in 2027 and 2029, showing the world what we’re made of.” Australia will host the men’s Rugby World Cup in 2027, and the women’s Rugby World Cup two years later.
Related news
Top marketing moves from May 2026
