Top marketing moves from March 2026
From Fifa World Cup-inspired bottles to a capsule toy vending machine in London, here’s the best of spirits marketing in March.
The upcoming Fifa World Cup should be a marketing gold mine over the coming months, and Diageo got the ball rolling in March with a limited edition bottle for Don Julio 1942, inspired by the trophy.
Elsewhere, another Diageo-owned brand Ketel One looked to shift the vodka occasion with the help of Patrick Schwarzenegger, while Grey Goose teamed up with Heidi Klum to celebrate one of the summer’s biggest movie releases.
Read on for the rest of the marketing moves that caught our attention last month.
For previous marketing roundups, see what spirits brands did to start the year in January and February.
Neurita takes to the catwalk at London Fashion Week
Tequila brand Neurita returned to London Fashion Week in February as the official sponsor of female-focused fashion brands Oh Polly and David Koma.
The collaborations created an ideal platform for Neurita to showcase its range of flavour-infused Tequilas, highlighting design, confident femininity, and standout serves.
During London Fashion Week, held from 19 to 23 February, Neurita served its signature Margarita. The brand’s new 100% agave recipe, updated bottle design and extended range, including its Blanco Tequila, were at the centre of the celebration.
Bacardí’s latest campaign is a smooth move
Puerto Rican rum brand Bacardí unveiled a global music-led campaign in partnership with Bad Bunny producer Tainy.
For the campaign, a 30-second advert was created by music producer and fellow Puerto Rican creative Alfred Marroquin. Bacardí has been crafted in Puerto Rico for more than 90 years, and the collaboration reinforces the brand’s cultural ties to the island and its continued investment in musicled storytelling.
The advert reimagines music artist Elvis Crespo’s 1998 merengue track Tu Sonrisa. Filled with scenes of everyday celebration, it features a track teaser for Tainy’s reimagined version of the song. The teaser is said to capture Bacardí’s ‘Do What Moves You’ spirit, inspiring movement, and celebrating culture.
Black Tears Rum reveals Race to Havana
Island Rum Brands-owned Black Tears launched a digital series that challenged participants to travel across Cuba using bottles of its rum as currency.
The campaign followed six micro-influencers from Cuba as they were dropped off at the Black Tears factory, located outside of Ciego de Ávila in central Cuba. The contestants had to navigate a 600km journey back to the capital city of Havana using only Black Tears as their means of payment for transportation. Three teams of two participated: a street artist and a tattoo artist; a DJ and a mixologist; and a stylist and a fashion model. The winners were awarded with a ‘life-changing’ investment in their creative careers.
Henrik von Celsing, creative lead at Black Tears, said the campaign is “about moving from brand placement to true brand integration, where Black Tears is the engine of the story rather than a backdrop”.
Don Julio raises its game for Fifa World Cup
Diageo-owned Don Julio Tequila launched a limited edition bottle of 1942 inspired by the Fifa World Cup trophy.
The green and gold bottle is crowned with a malachite closure, and houses Don Julio’s 1942 añejo within. It retails for US$255. Diageo is the official spirits supporter of the football tournament, which kicks off in June 2026. The company’s core spirits brands, including Don Julio, will have a presence throughout the World Cup with ‘fan-focused’ activations and on-the-ground initiatives.
To mark Don Julio’s deal with the tournament, the 1942 World Cup bottle was supported with an advert starring football legends Roberto Carlos and Thierry Henry. In the film, the pair play keepie-uppie in a house where Don Julio’s 1942 World Cup bottle is seen.
BuzzBallz rolls on in London
To celebrate the launch of its new Berry Cherry Limeade flavour in the UK, ready-to-drink brand BuzzBallz stationed a capsule toy vending machine on London’s Southbank.
Inspired by Japan’s gachapons, the vending machine featured samples of BuzzBallz flavours, merchandise and more than 4,000 prizes were up for grabs, including £5,000 (US$6,698) in cash for one person. Jess Scheerhorn, president of BuzzBallz’ business unit at Sazerac, said: “Spontaneous fun is at the heart of BuzzBallz, and what better way to celebrate than with what might be the biggestever gacha machine?”
The new flavour, Berry Cherry Limeade, is available in UK supermarkets with a suggested price of £3.99 (US$5.36).
Grey Goose and Heidi Klum fashion a deal
To celebrate the cinema release of The Devil Wears Prada 2 in May, Bacardi-owned Grey Goose Vodka teamed up supermodel Heidi Klum for a global campaign.
The push centres on the brand’s signature Espresso Martini, named The Devil’s Roast, which puts a Grey Goose twist on Miranda Priestly’s coffee order from the original 2006 film.
The campaign features celebrity-driven content with Klum, as well as immersive popup experiences, in-theatre activations, and limited edition bottle packaging.
Guillermo del Toro is the perfect director for Patrón
Oscar-winning filmmaker Guillermo del Toro took charge of Patrón’s latest campaign, titled The Perfect Pour.
Directed by del Toro, the campaign features a short film that turns a simple pour of Patrón into a cinematic moment, where he and his crew are shown working together in “perfect sync” and with “extraordinary precision” to capture the perfect pour.
Del Toro first collaborated with the Bacardi-owned Tequila brand in 2017 on a limited edition Tequila bottling. He said: “I believe in artistry over industry, soul over process, and making things without compromise. That’s what drew me to this collaboration with Patrón.”
Tarsier takes a leap into Moldova’s spirits market
Tarsier Southeast Asian Spirits partnered with distributor MGM to launch its gin range in Moldova.
The Chișinău-based distributor will introduce Tarsier’s portfolio to key on-trade venues and premium retail locations, including bars, restaurants, and speciality retailers in Moldova for the first time. Tarsier is launching in Moldova with four core expressions: Southeast Asian Dry Gin, Chilli & Lemongrass Gin, Calamansi Citrus Gin, and Lychee & Raspberry Pink Gin, along with the soon-tobe-released Oolong Tea Old Tom Gin.
Tim Driver, co-founder of Tarsier Spirit, said: “Moldova has a growing cocktail culture and a community of bartenders who are curious about flavour.”
Tomatin refreshes its look with a focus on wood policy
Highland distillery Tomatin unveiled new packaging for its core range of single malts.
The new design highlights the craft, care, and expertise that goes into each of its casks, placing Tomatin’s ‘first-class’ wood policy centre stage. At the heart of the redesign is a premium box adorned with a woodgrain motif, symbolising the natural tree rings found in oak.
Each expression is distinguished by a vibrant colourway – dark indigo, forest green, scarlet red, rich purple and teal blue.
Patrick Schwarzenegger models daytime Martinis
Diageo’s Ketel One Vodka launched a campaign with its spirits advisor, actor Patrick Schwarzenegger, which embraces a shift towards daytime social occasions.
Titled The Spirit Advisor’s Day Off, the campaign shows Schwarzenegger enjoying his favourite day off activities – brunch, golf, and lounging by the pool – with three of the brand’s signature Martinis: Tomatini, Espresso Martini, and Dirty Martini.
“Cocktail culture continues to evolve as consumers embrace Martinis across more occasions, especially during the daytime,” said Jessica Rawlins, Ketel One brand director.
Aperol lifts the lid on its new bottle design
Campari Group-owned Aperol debuted an updated look for its bottle.
The new bottle reinterprets the apéritif’s classic appearance with a contemporary Italian look. It features rippled glass around the shoulder, highlighting Aperol’s orange liquid inside, and a more refined silhouette inspired by Italian architecture.
In addition, the label has been simplified to emphasise the apéritif’s vibrant colour, while a transparent label can be found on the back of the bottle with a guide for making the perfect Aperol Spritz. Each bottle also displays the embossed monogram of the Barbieri brothers, who created Aperol in 1919.
Andrea Neri, managing director of House of Aperitifs at Campari Group, said: “This new bottle is a celebration of what has always defined Aperol. It reflects our Italian roots while bringing a more contemporary expression to an icon enjoyed around the world.”
El Supremo lands in the UK
Paraguayan brand El Supremo launched in the UK, bringing its range of five, eight, 12, and 18-year-old rums.
El Supremo is matured in two casks: Paraguayan Incienso Marrón, and French oak. It is made in the Caña Paraguayastyle, from 100% pure sugarcane juice, which is slowly reduced over an open fire for nine hours to produce a rich miel de caña sugarcane honey.
CEO Filippo Maria Olivi said: “The UK rum scene has deep roots and is one of the most sophisticated in the world. El Supremo offers something truly different, a rum shaped by terroir, Incienso Marrón wood, fire, and five centuries of heritage.” All four expressions are now available in the UK via Gerry’s Wine & Spirits, Rum Shop UK, and Not On The High Street.
Sheridan’s is given a push in Germany
Casa Redondo enhanced its partnership with Mack & Schühle in Germany, appointing the firm as distributor for Sheridan’s liqueur.
The agreement with Mack & Schühle strengthens an already established collaboration between the two companies, which began in March 2025 with the distribution of Licor Beirão and Safari in the German market.
Daniel Redondo, CEO of Casa Redondo, said: “Our collaboration with Mack & Schühle has already demonstrated its strength through the successful development of Licor Beirão and Safari in Germany. Extending this partnership to Sheridan’s reflects our confidence in their market expertise and their ability to support the brand’s long- term growth in this key market.”
Spy X Vodka eyes UK as next location
Polish vodka Spy X partnered with The Whisky Brokers Associates to launch in the UK as part of the brand’s international expansion.
The Whisky Brokers Associates will introduce Spy X through its online platform and established trade network, supplying five-star hotels, bar programmes, sporting hospitality venues, and private members’ clubs across the UK. Vanda Everke, co-founder of Spy X, said: “The UK is a natural next step for Spy X.”
After launching in premium hospitality environments in Portugal, Hong Kong, and Macau, the vodka is now entering its next growth phase with the expansion into the UK.
Camarena Tequila meets France’s bars
Distributor Charter Brands partnered with Paris-based distributor CBH to launch Camarena Tequila in France.
CBH will introduce Camarena to the on-trade sector in France. The announcement coincides with reported growth in the agave category in France, creating an opportunity for Camarena to “capture bartenders’ attention”.
Mareva Menjivar, CEO of CBH, said: “As the leading distributor of premium spirits for cocktail tasting, being chosen to be the strategic partner to launch the brand and secure its development in the French on-trade is a true honour. We believe Camarena will play a key role in supporting the growth of agave spirits in the market.”
Charter Brands has been Camarena’s exclusive export partner since 2025. Tayla Wilson, account manager at Charter Brands, added: “Bringing Camarena Tequila to France is an exciting milestone for us.”
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