Top 10 marketing moves from September 2025
Spirits brands were in full-on marketing mode in September, with one move in particular worth making a song and dance about.
September saw spirits makers on the move with their marketing initiatives, as one brand took over a London Tube station to showcase its art-inspired campaign, and another toured the US to build awareness for its Bourbon. Sport also continued to be used as a vehicle for visibility, with one brand penning a deal with a Premier League football club.
The month also included a bonus 11th marketing move, which had everyone singing its praises…
Continue down to discover our top marketing moves from September.
For our previous marketing roundups, check out what spirits brands got up to in August and July.
Archers heads Down Under
Dutch producer De Kuyper Royal Distillers launched its Archers peach schnapps in Australia in partnership with William Grant & Sons.
Archers is the leading peach-flavoured liqueur brand in the UK, and De Kuyper believes Australia is the “natural next step” in its growth strategy. The Sex on the Beach was the seventh most-popular cocktail in Australia in 2024, according to CGA data. The serve contains vodka, peach schnapps, cranberry juice and orange juice.
Leo Evers, De Kuyper’s CEO, described Australia as an “incredibly promising market”, thanks to its cocktail culture. Lucien Heusy, chief commercial officer of De Kuyper, said William Grant & Sons was “instrumental in our UK success over the years, and their expertise in both markets makes them the perfect partner to introduce Archers to Australian consumers”.
Tie-in between Chivas Regal and Ferrari gathers speed
Blended Scotch brand Chivas Regal unveiled its latest global campaign at the Italian Grand Prix in Monza in September.
Titled ‘A Tribute to the Scuderia Ferrari HP Pit Crew’, the campaign features a short film spotlighting the Ferrari Formula One team’s pit workers, the “unsung heroes” of the team, while offering fans a glimpse into the Ferrari team’s pit stop.
Chivas Regal is the Scuderia Ferrari HP Formula One team’s official team partner, with the partnership intending to shine a light on offtrack life and telling untold stories of teamwork that leads to success.
No sob story as Black Tears enters Finland
Island Rum Brands-owned Black Tears Dry Spiced Rum is now available in Finland.
The brand can be found at 144 Alko stores, as well as online. It secured the tender with Alko, the Finnish alcohol monopoly, in March after partnering with Servaali for import and distribution in Finland. In addition to its nationwide Alko listing, the rum is also now available to Servaali’s on-trade customers.
Helena Zakmane, international commercial and marketing director of Island Rum Brands, said: “Winning a major monopoly tender is always a milestone for a brand. But even more importantly, this paves the way for Black Tears Dry Spiced, our flagship product, to be available to the Finnish consumers not only via the Alko stores, but also at their favourite on-trade venues.”
Langley’s sees potential in Poland
Gin brand Langley’s arrived in Poland through a deal between its parent company, Charter Brands, and MV Group Distribution.
Sinéad van Zijl, business development manager at Charter Brands, said: “Poland’s gin category has shown consistent growth over recent years, with IWSR reporting year-on-year volume increases and continued premiumisation in the segment – a clear signal of untapped potential.
“With MV Group’s strong route to market, experienced sales force, and a track record of building respected international brands, we are confident that Langley’s will thrive in their portfolio.”
Langley’s Gin is the house-pouring gin in the MV Group Distribution portfolio, a leading wholesale company in the Baltic states that will act as its distribution partner in Poland.
Italicus celebrates birthday on cloud nine
Pernod Ricard-backed Italian brand Italicus Rosolio di Bergamotto celebrated its ninth anniversary recently with a month-long Art of Aperitivo initiative.
The initiative kicked off on 1 September, also known as Rosolio Day. Nine countries hosted week-long events in select bars, each representing one year: Italy, the UK, France, Spain, Switzerland, Poland, the US, New Zealand, and Hong Kong. Menus were dedicated to Italicus, with consumers discovering the Italicus Spritz and exploring the versatility of Rosolio di Bergamotto through craft cocktails.
Giuseppe Gallo, founder of Italicus, said: “The aperitivo continues to grow as a cultural and social ritual across the world. Rosolio Day and Italicus Weeks are a way for us to celebrate this heritage with bartenders and consumers globally, and to showcase how Italicus can shape and inspire the modern cocktail scene with a new way to Spritz.”
Buffalo Trace goes on tour
Sazerac-owned Buffalo Trace Distillery is bringing a Bourbon tasting experience to four US cities in October: St Louis, Kansas City, Jacksonville, and Tampa.
From 3 to 6 October, the tour will be at the D’Amici Room in St Louis, before heading to The First Creek Farm in Kansas City from 9 to 12 October. From 15 to 18 October, it will then be at The Glass Factory in Jacksonville, before ending at Armature Works in Tampa from 19 to 22 October.
Fans of the brand in those cities will be able to experience tastings and discover more about the Kentucky distillery’s history.
Absolut stops at Haring Cross
Pernod Ricard-owned Absolut Vodka took over London’s Charing Cross Tube station last month in honour of celebrated artist Keith Haring.
Haring’s work features on Absolut’s latest Artist Edition bottle launch over the summer, which is now available in the UK, nearly 40 years after the late artist first collaborated with the vodka brand on two posters in 1986.
On 17 and 18 September, the ticket hall and escalators at Charing Cross were transformed into a popup reimagined as ‘Haring Cross’, where commuters were greeted in the tube station by the two original Absolut Vodka posters by Haring, from the 1986 campaign.
Tito’s makes headway in South America
Texan brand Tito’s Handmade Vodka is now available in Argentina, and has also expanded its distribution in Peru.
In Argentina, the brand has partnered with Buenos Aires-based Bodegas Salentein. Alex Borbolla, commercial director, international at Tito’s Handmade Vodka, said: “Not including bitters, vodka is the largest-selling spirits category in Argentina, according to IWSR data. We’re enormously excited that, thanks to our friends at Bodegas Salentein, vodka drinkers in Argentina will now finally be able to enjoy Tito’s Handmade Vodka in this very important South American market.”
Meanwhile, Lima’s Bebidas Premium will import and distribute the brand in Peru. Borbolla described Peru as a key market in the region, due to its “growing tourism”. Borbolla added: We’re looking forward to working with the team at Bebidas Premium to strengthen our presence there.”
Nicholson scores Chelsea deal
English brand Nicholson has partnered with Chelsea Football Club in London as its official cocktail supplier.
Nicholson will “elevate” the matchday experience at the club’s Stamford Bridge and Kingsmeadow stadiums with its pre-mixed cocktails, including Blood Orange and Original gin and tonics, as well as the Espresso Martini.
Oliver Boden, partnership sales director for Chelsea Football Club, said: “As a brand with deep London roots and a clear passion for innovation, Nicholson aligns perfectly with the club and our vision for enhancing the matchday experience for all fans.”
At Stamford Bridge, Nicholson will introduce a tap-based cocktail system, aiming to give fans more choice and time to enjoy a cocktail experience on match day. A low-alcohol option is also planned, as part of a shared commitment to support responsible enjoyment.
Emma and Alex Watson’s gin has the magic touch in the UK
Gin brand Renais, co-founded by Harry Potter actor Emma Watson and her brother, Alex Watson, has expanded its footprint in the UK.
The brand secured new listings in a number of UK retailers and hospitality groups, including Evolv Group’s 20 restaurants in London, Manchester, and Birmingham, which will serve signature cocktails. Additionally, the brand is available in more than 70 Côte Brasseries, as well as 85 Fuller’s pubs nationwide, and all 15 Amathus stores. It can also now be found at online grocer Ocado.
Alex Watson, CEO of Renais Gin, said: “We are delighted to secure these new listings this quarter, which marks an important milestone.”
Sabrina Carpenter sings Johnnie Walker’s praises
Diageo-owned blended Scotch brand Johnnie Walker has tapped American singer-songwriter Sabrina Carpenter for a multi-year global partnership.
Through the collaboration, Carpenter will share her opinions on her favourite classic whisky cocktails to legal-drinking-age fans, as well as content inspired by her new album, Man’s Best Friend. The partnership will aim to broaden awareness for Johnnie Walker Black Label.
John Williams, global head of whiskies at Diageo, said: “Music plays such a meaningful role in everyone’s life journey, and it has always been a way of connecting people to Johnnie Walker’s ‘keep walking’ mantra, which is aimed at inspiring personal progress. We are thrilled to welcome Sabrina Carpenter as the newest voice in our story.”
At select US locations on Carpenter’s Short n’ Sweet tour, fans aged over 21 years old can try the singer’s signature cocktails made with the whisky, including the Manhattan, Whisky Sour, and Highball. Carpenter added: “This partnership is about celebrating boldly, pushing boundaries, and moving forward with purpose.”
The Espresso singer previously teamed up with Pernod Ricard-owned brands Absolut Vodka and Kahlúa to launch a Short n’ Sweet Espresso Martini kit in November last year.
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