Top 10 marketing moves from October 2025
From new looks to a teasing advert with LeBron James that had a portion of the internet fooled, here’s how spirits brands captured attention with their marketing moves last month.
Spirits brands were on the ball in October when it came to getting people talking. Hennessy and LeBron James’ latest link-up sent the internet rumour mill into overdrive, while Jefferson’s Bourbon set out bold intentions to rewrite its category’s rulebook with the help of actor Taylor Kitsch.
Elsewhere, new looks for The Whisky Exchange and Jameson Irish Whiskey’s premium products were other standout marketing moves from the month.
Scroll down for the rest of the 10 best marketing initiatives from October.
For our previous marketing roundups, check out what spirits brands got up to in August and September.
LeBron James doubles up with Hennessy
Hennessy Cognac has launched its second limited edition VSOP bottle with NBA superstar LeBron James.
The launch was supported by an advert starring James, in a parody of his ‘the decision’ interview from 2010, in which he announced he would be making the move from the Cleveland Cavaliers to the Miami Heat.
In the new clip, James is seen revealing his second collaborative bottle design with Hennessy. The design features James’ signature ‘crowning’ pose on an orange Hennessy VSOP bottle. The Hennessy VSOP Limited Edition by LeBron James is available in select markets worldwide.
Absolut keeps the Wicked spirit alive
Pernod Ricard-owned Absolut Vodka reprised its partnership with Wicked, returning as the official spirit for the film’s sequel, Wicked: For Good.
Absolut has created a collectable sequin bottle sleeve with a Wicked-themed twist that transforms the sleeve from pink to green with the flick of a wrist. Additionally, the brand has launched a cocktail collection curated in honour of the film. The ‘Absolutly Wicked Good Cocktail Collection’ features the limited edition bottle of Absolut in the sequined bottle sleeve, a set of pink and green Martini glasses, and edible pink and green glitter garnishes.
In its role as official spirits partner, Absolut will also bring themed cocktail experiences to bars, restaurants and cinemas nationwide in the US, with the film debuting on 21 November.
Glen Moray irons out details of golf deal
Speyside distillery Glen Moray has confirmed it will be a partner of the ISPS Handa Senior Open Championship once more to the end of 2026.
The brand first partnered with Europe’s only senior golf major in 2024. At last year’s tournament, it brought a taste of Speyside to more than 24,000 spectators. Global brand ambassador Iain Allan said: “We’re proud to continue our partnership with the ISPS Handa Senior Open as the official whisky – a collaboration that celebrates the shared spirit of tradition, skill, and enjoyment at the heart of both Glen Moray and the game of golf. Glen Moray’s presence at the tournament has included tastings, hospitality and a popular chipping challenge.”
Allan added: “At Glen Moray, we’ve been perfecting Speyside single malts for over 125 years. Like golf, our whisky is about passion, patience, and bringing people together. This partnership is a toast to those connections – on the course, at the clubhouse, and wherever great moments are shared.”
Koch Mezcal plays it cool in the Baltics
Mezcal brand Koch has expanded its distribution through new partnerships in the Baltics and Poland.
Although both markets are seen as relatively new for agave spirits, the brand said it aims to share its “authenticity, culture, and craftsmanship” with new audiences. In Poland, Koch will be represented by United Beverages Group and Dom Whisky, while in the Baltic region it will be launched by MV Group Distribution, starting with Lithuania.
Thalia Friligos, director of exports and brand development at Koch Mezcal, said: “It’s not just about expanding into new markets – it’s about forging partnerships with allies who understand that mezcal is a bond.”
Jefferson’s and Taylor Kitsch team up
Actor Taylor Kitsch fronted a campaign for Pernod Ricard-owned Jefferson’s Bourbon, which intends to show how the brand is “breaking tradition” in the category.
The Friday Night Lights star is seen in an advert, titled One Thing Led To Another, playing up the brand’s unconventional approach to making Bourbon; from its blends to experimental finishes. Kitsch said: “Aside from being a fan of the Bourbon, what I love about Jefferson’s is that they go against the grain and have a sense of adventure, which made this feel like the perfect fit.”
The campaign was developed by Droga5, a New York creative agency, which has been tasked with reestablishing Jefferson’s as one of the leading super-premium Bourbons in the US.
Jameson lines up new looks
Pernod Ricard-owned Irish whiskey Jameson has introduced the latest revamp of its family range, with a focus on the brand’s super-premium-plus products.
Jameson has rebranded its Single Pot Still expression to Distiller’s Batch, as well as updating Jameson Crested with a more contemporary design. The new look features Midleton Distillery master distiller Kevin O’Gorman’s signature on the front.
O’Gorman said: “With a fresh new look for Distiller’s Batch and Crested, we are better able to tell the story of expertise in whiskey maturation and blending directly on the pack.”
CasAzar rolls on in Europe
Tequila Stack-owned brand CasAzar made its debut in Europe. The brand partnered distributor Anker Amsterdam Spirits to enter seven markets: Cyprus, the Czech Republic, France, Germany, Greece, Italy, and Malta.
CasAzar was founded by ex-Diageo executives, husband and wife Max Ramirez and Viviana SierraaltaRamirez, in November 2024. The pair said: “Expanding CasAzar into Europe is both a milestone and a testament to why we started this journey. We left our corporate lives to bet on ourselves.”
Produced in Mexico, CasAzar’s core collection includes three Tequilas: joven, reposado, and añejo.
Nicholson on the ball for Chelsea deal
London-based brand Nicholson has launched a campaign with JC Decaux to promote its exclusive cocktail supply deal with Chelsea Football Club (FC).
Nicholson has a three-year partnership with the football club, and the new campaign will be displayed on advertising sites within a 1.5mile radius of Stamford Bridge, Chelsea’s home ground. The campaign features the brand’s new ready-to-drink range of canned, bottled and on-tap cocktails. It will run to the rest of the Premier League season, which ends in May 2026, and is expected to reach 14 million impressions.
Alex Johns, CEO of Nicholson, said: “The relationship with Chelsea FC is our chance to tell our London cocktail story to millions of fans in the UK.”
The Whisky Exchange refreshes design
Retailer The Whisky Exchange (TWE) rebranded its e-commerce sites and retail stores.
The Whisky Exchange rebrand encompasses a new logo and updated colour scheme, plus a modern refresh of its website. In addition, Speciality Drinks has been rebranded to The Whisky Exchange Trade to better communicate its position in the industry and close ties to The Whisky Exchange. And while Whisky.Auction will retain its name, its branding has been updated to reflect its connection and complementary role to The Whisky Exchange and The Whisky Exchange Trade.
“We had to keep the lions,” said Dawn Davies, head buyer at TWE, referring to the brand’s logo. “We had to keep all of that history because ‘Singh’ means ‘lion’, and we wanted that history and what [cofounders, brothers Sukhinder and Rajbir Singh] built still very much reflected in who we are.”
SirDavis taps into social media
American whiskey brand SirDavis, co-founded by Beyoncé Carter-Knowles, has created its first social media campaign.
Named Day 4 Icons, the campaign launched on 4 September to coincide with SirDavis’s first anniversary and Beyoncé’s birthday. It invited drinkers to share their first or favourite SirDavis moments on social media, and pulled in more than 100 pieces of user-generated content on Instagram and TikTok, including throwbacks to the singer’s Cowboy Carter tour. The first consumer video from the campaign featured one of the brand’s first customers, who recounted what inspired her first sip of SirDavis.
The brand is aiming to engage with a younger, more diverse audience of whisky drinkers. It was founded by Beyoncé alongside Moët Hennessy, the wine and spirits arm of Louis Vuitton Moët Hennessy (LVMH).
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