Marketing Archives - The Spirits Business

Jameson collaborates with Dickies

Georgie Collins — Mon, 17 Jul 2023 11:11:36 +0000

Pernod Ricard-owned Jameson Irish whiskey has teamed up with workwear brand Dickies to launch the Crafted Together campaign.

The Crafted Together campaign sees Jameson and Dickies join forces to ‘connect their communities of modern-day creators’ in 26 markets globally, including the UK, US, Canada, and Asia. The new workwear-inspired collaboration consists of apparel, accessories, and a limited edition Jameson bottle. Brendan Buckley, Jameson global marketing director, commented: “Jameson Irish whiskey was founded in 1780, when workwear was the uniform of the working community, often seen in the local pub after a hard day’s work. Meanwhile, Dickies began its life in 1922 as an iconic, quality workwear brand." Sarah Crockett, Dickies chief marketing officer, added: “Craft and kinship underpin both brands and we are delighted to bring that shared ethos to life through the Crafted Together Jameson x Dickies collection. “Quality craftsmanship is a longstanding pillar of our Dickies business, and deeply rooted in our workmanship community. “Dickies and Jameson teaming up feels like a natural partnership due to both brand identities and our shared DNA. We’re thrilled to collaborate with Jameson whiskey to commemorate our brand stories and most importantly, celebrate our loyal customers.” The multi-piece capsule includes signature pieces such as the ‘iconic’ Dickies Eisenhower jacket, a limited edition Jameson bottle, as well as overalls, beanies, and caps. In addition, a new bespoke graphic, which plays homage to the original Jameson ‘Barrelman’ icon that has been linked to the brand since the 1700s, can be found on select tees and hoodies. To celebrate the global launch of Crafted Together, pop-up stores have opened in New York City and London for friends and fans of the brands to visit and be among the first to shop the collection. Each pop-up offers an immersive experience, complete with bespoke cocktails and the works of local creators. The New York storefront, located at 9 West 8th Street, opened to the public on 14-16 June, while the London storefront, located at Dickies Carnaby Street, opened to the public from 14 June. The campaign’s accompanying creative imagery features creators and makers from the respective communities of both brands wearing the collection. It was shot in Midleton Distillery, Cork, by Dublin-Born, Brooklyn-based photographer Rich Gilligan, who is known for his photographic documentary approach to portraiture and fashion. The resulting creative presents 'a modern-day aesthetic of industrial workwear'. The products in the collection range from US$20-US$80, and are now available to purchase from jamesonwhiskey.com and dickies.com. Earlier this year, Jameson launched a campaign to allow consumers to mark St Patrick’s Day in 'appropriate style'.

Desolas Mezcal makes moves in the Hamptons

Melita Kiely — Fri, 14 Jul 2023 10:35:43 +0000

Mezcal brand Desolas has formed a plethora of partnerships in the Hamptons ahead of the summer season.

The mezcal brand will feature on cocktail menus at The Surf Lodge, and concepts by the Kissaki Hospitality Group. GG Mirvis, founder and CEO of Desolas Mezcal, said: “With mezcal's on-premise popularity on the rise, we are proud to bring Desolas to these summertime destinations. “Desolas is inspired by the sun, light, warmth and illumination – summer in the Hamptons is just that.” The partnership with The Surf Lodge follows a ‘successful’ ski partnership with the venue’s sister property, The Snow Lodge in Aspen. The mezcal brand will feature in specially crafted cocktails throughout the summer until the end of the season. Furthermore, Desolas will host a series of brand activations and ‘intimate’ events at Kissaki Hospitality Group’s Japanese restaurant, Kissaki in Water Mill, and its East Hampton Japanese-Italian concept, O by Kissaki. Events scheduled by O by Kissaki include its new Disc-O Pitstop Friday series, which will serve a selection of Desolas cocktails. Desolas is a female-founded mezcal brand that is created from Salmiana agave in San Luis Potosi, Mexico. Tasting notes include flavours of citrus, black pepper, and vanilla on the finish. Desolas Mezcal Blanco secured a Gold medal in The Tequila & Mezcal Masters 2023 blind-tasting competition, which was awarded in the 100% Agave Mezcal – Blanco – Artisanal – Salmiana heat.

Elephant Gin launches on-trade campaign

Georgie Collins — Fri, 14 Jul 2023 09:33:15 +0000

London and Berlin-based Elephant Gin has teamed up with more than 100 bars across five countries to raise funds for elephant conservation in Africa.

Marking the brand’s largest on-trade activation to date, the Wildlife Warrior campaign will see each participating bar create a bespoke Elephant Gin menu for a three-month period, running from 12 July-12 October. For every Elephant Gin cocktail sold, a donation from each bar will be made to the Elephant Gin Foundation, which will distribute the funds to Big Life Foundation. The bar that donates the most at the end of the promotional period will win a trip to Africa. The brand said the aim of the campaign was to raise awareness of the threat to African elephants and to ‘mobilise financial support for the protection of these majestic animals’. With every cocktail ordered, guests can ‘actively contribute to elephant conservation while enjoying a skilfully prepared cocktail’. As an additional incentive, there is an Elephant Gin scratch card for every cocktail ordered with various winning opportunities for consumers such as personalised gin bottles and trips to the brand's newly opening distillery near Hamburg, Germany. The Wildlife Warrior campaign will be promoted via Elephant Gin’s social media accounts and within the participating bars throughout the activation period. UK bars that have so far signed up to participate include Farzi Café, Thin White Duke, The Rosewood Holborn Dining Rooms, Fam Bar, Bottle and Rye, and Henson’s Bar. All participating bars worldwide are displayed via an interactive map at www.elephant-gin.com/wildlifewarrior. The cocktails from all participating bars will also be presented on the brand's Instagram account at the end of the campaign, where followers, friends, and supporters will be able to vote for their favourite cocktails. The bars with the most votes will win an invitation to the Elephant Gin distillery. Since it was founded in 2013, the brand has raised more than €1 million (US$1.12m) for elephant conservation by donating 15% of bottle profits to carefully selected African conservation partners to preserve this wildlife for future generations. Earlier this year, we spoke to founders Tessa and Robin Gerlach about how they combined their love of conservation with a passion for distilling.

Rémy Martin teams up with Usher

Alice Brooker — Thu, 13 Jul 2023 11:12:48 +0000

Cognac brand Rémy Martin and musician Usher have partnered on a new global campaign to take music and spirits enthusiasts on a journey.

The 'Life is a Melody' campaign features a track from the Yeah! singer’s upcoming album, and is inspired by the idea that a ‘beautiful melody’ is created through ideas and experiences. A spot for the campaign teases fans with a preview of Usher’s new song Comin’ Home, and features the artist sitting at a piano surrounded by Rémy Martin 1738 Accord Royal and XO bottles. "As an artist, I've always drawn creative inspiration from different facets of life that are expressed through my music," said Usher. "I'm incredibly excited to continue my partnership with Rémy Martin, representing their exceptional Cognac expressions of 1738 Accord Royal and now, for the first time Rémy Martin XO, sharing an exclusive preview of my new music in a campaign that captures the breadth and endless possibilities of beautiful composition and marvellous melody." The duo have worked together multiple times in the past, once to launch the Usher x Rémy Martin: A Taste of Passion campaign and develop a non-fungible token (NFT), and to create Team up for Excellence – The Film. Life is a Melody is directed by Fleur Fortune, and has also seen chief strategist partner Aakomon Jones and choreographer Cathy Ematchoua work on the campaign. "Through this partnership, we continue to draw inspiration from music as a timeless source," added Jean-Philippe Hecquet, chief executive officer of the House of Rémy Martin. "The 'Life is a Melody' campaign, in collaboration with Usher, embodies the artistic synergy between Cognac, music, and life itself. This harmony is reflected in the diverse range of tasting notes that blend together to create refined expressions." As an extension of the campaign, Rémy Martin and Usher will embark on a nationwide tour across the US that will see skate-experience pop-ups in New York City, Los Angeles, Las Vegas, Chicago, and Atlanta. Each skating experience will be accompanied by an immersive Rémy Après Skate speakeasy. "The 'Life is a Melody' campaign embodies the fusion of Rémy Martin's exquisite cognac, the enchantment of music, and the art of roller skating," said Tina Reejsinghani, vice-president of luxury brands at Rémy Cointreau Americas. "This campaign, and the introduction of the Rémy Après Skate and cocktail experience underscores our timeless dedication to the culture of music and to our consumers who value exceptional experiences and the unparalleled craftsmanship of Rémy Martin."

Ballantine’s partners with Wu-Tang Clan’s RZA

Alice Brooker — Wed, 12 Jul 2023 11:10:05 +0000

Scotch whisky brand Ballantine’s has partnered with Wu-Tang Clan frontman RZA to release a vinyl record player.

RZA, real name Robert Fitzgerald Diggs, and Ballantine’s have teamed up to celebrate hip hop’s 50th anniversary this year, and to celebrate ‘staying true to who you are’. The vinyl record player will be released on a limited edition basis, and coincides with the 30th anniversary of the American hip hop group’s debut album launch, Enter the Wu-Tang (36 Chambers). The Ballantine’s x RZA Crosley record player can be purchased through ballantines.com/RZA for RRP €275 (US$303). RZA said: “My 90s slogan was 'keep it real', and that’s what staying true is all about; live your life with no boundaries, break expectations and embrace what makes you, you. "When I was up in the Highlands with Ballantine's, I came to realise that making whisky is like making a song, you need the right amount of sweetness and punch to make a good blend. When the elements come together, it’s a harmony. "Not only does this work for good whisky, but it also works for life too; if you celebrate your own journey and keep it real, you can do amazing things.” A limited edition Montero Bluetooth speaker is also available as part the collaboration for €180 (US$198). Mathieu Deslandes, Ballantine’s global marketing director at Chivas Brothers, added: “At Ballantine’s we believe that everyone is unique, original and worth celebrating. RZA is well known for doing things his own way, a mindset that reflects the spirit of Ballantine’s, inspired by our pioneering founder George Ballantine. "Combining our passions of music and whisky, we’re excited to announce the first exclusive drop, the limited edition Ballantine’s x RZA Crosley record player, and can’t wait to show you what else we have in store.” Ballantine’s is owned by Pernod Ricard. The drinks giant has previously teamed up with K-pop singer Lisa to launch a limited edition bottle and enter the metaverse. Keith Starr, president of Crosley Brands, commented: “Crosley has proudly brought music to people around the world for over 100 years. "Helping Ballantine's and RZA in this unique collaboration is the perfect example of our motto 'amplify your style'. We're happy to play a part in this meeting of icons." The brand recently added to its Artists Series with new iterations of its 17- and 21-year-old blends. In 2021, Wu-Tang Clan member Raekwon joined forces with the Legacy Wine and Spirits Group.

Ross & Squibb supports clean water project

Melita Kiely — Fri, 07 Jul 2023 11:23:16 +0000

NFL star Chris Long has teamed up with Ross & Squibb Distillery to bring clean, safe water to 1,600 people in southern Kenya.

Ross & Squibb is the oldest distillery in Indiana, US, and is located atop the Great Miami Buried Valley Aquifer, meaning it has benefitted from clean water from the aquifer since 1847. Now, the distillery, whose brands include Remus Bourbon and Rossville Union Rye Whiskey, will work with the Chris Long Foundation on its Waterboys Initiative to bring long-lasting clean water supplies to Oloile in Kenya. Shanae Randolph, marketing director brands for MGP’s Luxco branded spirits, said: “We’ve always been grateful for the clean water we have in Lawrenceburg, Indiana and this partnership helps us share that necessity for a far more important cause.” The project features a deep borehole well, elevated water storage and a distribution system that will serve the residents of Oloile. The Chris Long Foundation’s Kenya implementing partner is Well Aware, which will manage drilling and construction. The new water system is forecast to be operational by August this year. Oloile receives fewer than 3.5 inches of rainfall annually, and recent droughts have lasted up to two years. As such, residents have been forced to drink contaminated water from seasonal rivers and untreated rainwater collected from rooves, or water sourced from hand-dug holes. Long, a two-time Super Bowl champion and founder of the Waterboys Initiative, said about the partnership with Ross & Squibb: “Their funding and dedication to this cause helps us extend our impact, offering a lifeline to communities in dire need of clean water.” MGP Ingredients completed its US$475 million acquisition of Luxco in April 2021.

Gran Centenario launches summer campaign

Georgie Collins — Fri, 07 Jul 2023 10:49:54 +0000

Tequila brand Gran Centenario has partnered with Mexican actor and former professional footballer Cristo Fernández for its new Incuestionables campaign.

The partnership with Fernández marks the beginning of Gran Centenario’s ‘Summer of Fútbol’ – a celebration of both football and Tequila as ‘a way of life’, which will be explored through a dynamic digital campaign across the US. The Incuestionables (translated to mean 'unquestionable') campaign, presented in both Spanish and English, features a series of videos featuring the Ted Lasso actor, as he navigates through ‘life’s debating moments’, in a bid to prove one indisputable fact: that Gran Centenario stands as 'Mexico's number one Tequila'. “I am proud to announce my partnership with Gran Centenario, a brand that embodies the true spirit of Mexico,” said Fernández. “We share a deep connection to our home country and a passion for all things fútbol and Tequila. The brand is known as a household staple where I grew up in my beautiful hometown of Guadalajara. “It gives me great pride to introduce this piece of our culture – and Mexico’s number one Tequila – to so many new fans.” Throughout the 'Summer of Fútbol', Gran Centenario will further celebrate what the sport and Tequila means to its fans through its established partnership with the Mexican National Team, Club América, and the release of six limited edition bottle labels that will be available for sale at grancentenario.com. Fernández will also host an onsite ‘fan fest’ experience at an upcoming Leagues Cup game, with a date to be announced later this summer. According to figures by Nielsen, the brand was Mexico’s number one Tequila by volume in the 12 months ending 31 May 2022. To watch the 30-second spot, click below. Official Tequila of Leagues Cup Gran Centenario has also been named the official Tequila of the inaugural Leagues Cup, an annual World Cup-style competition in which all 47 Major League Soccer (MLS) and Liga MX clubs across the US, Mexico and Canada will pause their respective league seasons and compete in the official competition. Leagues Cup 2023 will kick off on 21 July, and the final will be played on 19 August. "Mexico's two biggest passions are soccer and Tequila. As the number one Tequila in Mexico, Gran Centenario Tequila is fully invested in igniting these two passions across all of North America as the 'official Tequila' of Leagues Cup 2023," said Lander Otegui, senior vice-president, marketing, Proximo Spirits. "Tequila is the perfect unifier between Mexican and United States soccer fans, and we look forward to introducing new fans to the brand and celebrating the spirit of Mexico with each and every one of them." To mark Gran Centenario and Fernández’s shared passions in both football and Tequila, as well as the brand’s appointment as the official Tequila of the Leagues Cup, the two have collaborated to create a custom cocktail — the Gran Copa Paloma. Gran Centenario and Fernández are said to have drawn inspiration from the ‘vibrant energy’ of Mexico’s football fanbase, symbolising the spirit of celebration and champions. The Gran Copa Paloma can be enjoyed at games held across Mexico. It is made with 60ml Gran Centenario Reposado Tequila, 45ml pink grapefruit soda, 30ml fresh lime juice, 15ml agave syrup and two dashes of orange bitters. To make the serve, combine all ingredients (except the soda) in a shaker with ice. Shake and strain over fresh ice into a rocks glass rimmed with Tajín seasoning, and top with grapefruit soda before garnishing with a lime wedge. Last year, the UK and Mexico started discussions for a new free trade agreement that could help grow Scotch exports and the Tequila sector.

Moth launches Margarita campaign

Georgie Collins — Tue, 04 Jul 2023 09:35:53 +0000

Premium canned cocktail producer Moth has debuted its ‘Take us with you’ campaign in the UK, featuring its ready-to-serve Margarita.

The campaign, which will run from 3-17 July, is targeting grocery, e-commerce and on-trade markets with a 300-plus London Underground station takeover, as well as targeted static and digital adverts on roadside and rail in Manchester, Brighton and Bristol. This will also be supported by a digital and social media campaign. The campaign is spearheaded by ‘playful, forward’ language that anthropomorphises the cocktail, which is said to be a trait of the brand’s tone of voice. Moth co-founder Sam Hunt said: “This is our bravest campaign yet, which shines a spotlight on our fresh, sharp and confident Moth Margarita. “It taps into the cocktail’s playful character and introduces this delicious drink to consumers, while further building a relationship with those who already know and love it.” The campaign positions the Moth Margarita, made with Enemigo Tequila, as ‘playful, fresh, sharp, confident’ and ‘ready to be taken everywhere you go this summer’. Naresh Ramchandani, the campaign's creative director, commented: “With a classic headline-packshot-body copy format, we’ve created what looks like a simple campaign — but it’s actually very confident and disruptive. “A Moth Margarita introduces itself, and with its charming personality and witty language tells you about its taste, its quality and the many different ways it can be part of your life. I think that lots of people will fall for its charm and make it part of their cocktail menu this summer.” In May, Moth was named the UK’s fastest-growing RTD brand.

Patrón partners with Selfridges

Alice Brooker — Mon, 03 Jul 2023 11:14:13 +0000

Tequila brand Patrón will launch its four-times-distilled El Cielo bottling in UK department store Selfridges today (3 July).

Patrón Tequila has partnered with department store Selfridges to roll out El Cielo to UK consumers in its London, Manchester and Birmingham branches, as well as through its official website. Kathy Parker, global chief marketing officer at Patrón, said: “Patrón El Cielo is radiantly smooth, offering a unique experience for Tequila drinkers delivering an impressively rare, naturally sweet taste. “By taking our iconic Silver Tequila and expertly using a fourth distillation to develop an amazing, prestige Tequila, a first within the category, master distiller David Rodriguez really pushed the boundaries with a distinctive process—the complexity of distilling Tequila without sacrificing flavour requires remarkable talent and we’re immensely proud of this bold innovation his team created.” The Tequila is available globally and clocks in at 40% ABV. It has undergone a ‘first of its kind’ distillation process in copper pot stills to ‘unlock sweet flavours of agave’. The bottling is recommended served over ice with a slice of orange, and is made with 100% Blue Weber agave, water and yeast. Rodriguez added: “For the first-time ever, we developed a prestige Tequila with a fourth distillation—a process that is extremely rare within the industry—using the smallest copper pot still at Hacienda Patrón. "While adding another stage of distillation is commonly misconceived as a culprit for diluting flavour, that was not the case for Patrón El Cielo. At Patrón, our goal is to achieve perfection in every drop – by using this unique, four-time distillation process, we unlocked and opened up the natural sweetness and smoothness from the agave to deliver an incredibly sweet and light tasting, smooth Tequila.” Patrón El Cielo will retail in Selfridges for £215 (US$273). From this month, UK bars will serve El Cielo, including London-based venues Raffles, Satan’s Whiskers, Sexy Fish, and members' club Annabel’s. The brand recently marked International Paloma Day by offering a twist on the classic cocktail in various London venues.

The Whisky Exchange opens distillery school

Alice Brooker — Mon, 03 Jul 2023 11:14:08 +0000

Pernod Ricard-owned The Whisky Exchange has launched a distillery school in London to offer blending and distilling experiences.

The distillery school is based below the retailer's London Bridge store on Borough High Street. It offers experiences in gin distilling, and whisky and rum blending classes from 12 July 2023. The concept features 16 micropot stills and one 50-litre still, with guests invited to create their own signature gin or learn more about blending rum or whisky. Prices start at £95 (US$120) for rum blending, and £120 (US$152) for both gin distilling and whisky blending. For the gin distilling experiences, guests can take a pick from 24 botanicals for their personalised bottling, and opt for a desired flavour profile. Both blending experiences involve sampling spirits and how to select different components for a desired blend. At the end of each session, guests can take home a 500ml bottle of their own personalised creation, and the bespoke recipes will be kept on file at the Distillery School for reordering. Each session caters for 16 people. The distilling and blending space is also available for private hire, tastings and events. The London Bridge Distillery School is open for bookings from 1 July 2023. The gin distilling and whisky blending classes are priced at £120 (US$152) each, while the rum blending session costs £95 (US$120). Pernod Ricard agreed to buy The Whisky Exchange in 2021 to enhance its e-commerce growth and premium offerings.

Hennessy marks 50 years of hip hop with Nas

Melita Kiely — Thu, 29 Jun 2023 11:11:19 +0000

Cognac brand Hennessy is recognising 50 years of hip hop by partnering with Grammy Award-winning rapper Nas.

To celebrate the 50th anniversary of hip hop music, the Moët Hennessy-owned brand has designed a limited edition Hennessy VS bottle in partnership with Nas. The bottle has been called ‘HenNassy’ – the first time the brand has renamed a product. Jasmin Allen, senior vice-president, Hennessy USA, commented: “Hennessy has been an undeniable mainstay in hip hop, intricately woven into the fabric of the genre and its global influence for decades. “We’re proud to honour hip hop’s 50th anniversary with a pioneer of the art and culture – hip hop icon Nas – as we celebrate the debut of our collaborative limited edition bottle.” The launch is being supported by a new campaign, called Rep Yours, designed to represent innovators of the past and the up-and-coming artists of the future. Nas has narrated a film in partnership with photographer Renell Medrano, who grew up in the Bronx and took inspiration from her New York roots for the video. Nas added: “It means a lot to me to celebrate this legendary moment in hip hop history with Hennessy, a brand that has supported me for more than 10 years. “Hennessy is part of our culture and continues to inspire generations of hip hop fans, so I’m really proud to share our new limited edition bottle with the world.” Hennessy has also created a trio of cocktails to enable fans to celebrate hip hop’s anniversary at home. Furthermore, on 11 August – the official anniversary of the music genre – Hennessy will partner with its ambassadors across 14 US states to host celebrations. Hennessy Cognac is owned by LVMH. This week, the company named a new CEO for its subsidiary, The Glenmorangie Company. Earlier this month, Moët Hennessy, the wine and spirits arm of LVMH, opened a multi-million-euro, five-floor bar in Paris, France.

Glencairn campaign promotes glassware

Alice Brooker — Wed, 28 Jun 2023 11:33:16 +0000

Crystal glassware manufacturer Glencairn has launched a campaign challenging whisky producers to consider the glassware they use.

The Scottish company has unveiled its marketing campaign, which asks ‘you wouldn’t serve a gourmet meal on a paper plate, so why would you serve your whisky in poor quality glassware?’, and features the tagline, ‘don’t destroy your brand – your whisky deserves better.’ Scott Davidson, new product development director at Glencairn, commented: “Here at Glencairn Crystal we’ve worked with the finest whisky names in the business over the last four decades. “We understand that when it comes to making quality whisky, the process involves the best ingredients distilled with skill, matured for many years and presented in premium packaging. “So it only makes sense to serve it in a glass that reflects all that care and attention – which is exactly why we created the Glencairn glass over 20 years ago.” Two videos have been produced for the campaign too, with one highlighting the importance of serving quality whisky in a specially-designed glass, and another featuring the story and rationale behind the Glencairn glass design and curation, going back 20 years. The first video is featured below. Davidson continued: “Our new ‘Don’t destroy your brand’ campaign aims to highlight the importance of how you present your whisky and act as a reminder to brands that every touch point of their whisky creation and presentation is crucial to retain brand and product equity.” The marketing push will be rolled out in print media across drinks trade publications, as well as across social media and the brand’s website. As part of the campaign, the Glencairn Glass website now features a new ‘Don’t destroy your brand’ section, inviting customers to input their brand name or logo into a three-dimensional visualiser. This will allow users to see how their bespoke engraved Glencairn glass will look before purchase. In February, the brand revealed it was extending its sponsorship of Bloody Scotland's international crime writing awards until 2025. Watch one of the campaign spots below.

Casa Eminente in Paris welcomes Clumsies takeover

Clinton Cawood — Wed, 28 Jun 2023 10:44:40 +0000

Nikos Bakoulis, co-owner of Clumsies and Line in Athens, has taken residence in Cuban rum Eminente’s temporary home in Paris.

The latest in a series of guest takeovers of the bar that began with London’s Tayēr + Elementary in February this year, Bakoulis will be in residence until the house closes on 19 July. Casa Eminente is an immersive multi-storey residence in the centre of Paris that has been transformed by Moët Hennessy into a home for the brand, complete with bar and restaurant, as well as four invite-only bedrooms. The intention is to evoke modern Cuban culture, inspired by the restaurants and bars located in family homes in Cuba, known as paladares. “Casa Eminente is a really exciting project, expressing Cuban vibes and culture,” said Bakoulis. “In my collaboration with Casa Eminente we will serve guests some Caribbean and Mediterranean flavours for the next month.” Combining the concept of his Athens bar Line with the Caribbean aspect of Eminente, Bakoulis has created a trio of drinks for the bar, starting with El Casa Punch, with Eminente Ámbar Claro, hazelnut butter, thyme honey and more. El Afrutado, also with a base of Eminente Ámbar Claro, includes kumquat cordial, pomegranate juice and cherry soda, while El Melocotón combines ingredients Eminente Reserva with ingredients such as white port, dried peach and tonka. Other bartenders to have taken over the bar since its opening in February include Monica Berg and Alex Kratena of Tayēr + Elementary, Matteo di Ienno of Locale Firenze in Florence and Lucass Maraton of Symbiose in Bordeaux. When The Spirits Business visited the house recently, Raki Sillah and Arun Punavendran of Kink Bar & Restaurant in Berlin were in residence. Their trio of drinks included an Old Cuban twist, Young Croco, with Eminente Ambar Claro, spiced honey syrup, lime, huacatay distillate, spirulina and champagne. The bar itself was designed by Hauvette & Madani’s Lucas Madani, while artistic curator Laura Salas Redondo was responsible for the house’s Cuban-inspired art and design. Located in the city’s 4th arrondissement, behind two large wooden doors, Casa Eminente is open to the public, and available for private hire. On weekends, masterclasses are held on Cuban rum and cocktail making. Celebrating Cuban culture in Europe As a collaboration between Moët Hennessy and the Cuban government, it’s fitting that the brand’s temporary home away from home is located in central Paris, bringing the cultures of these two countries together, and making aspects of Cuba more accessible to a European audience. “It's not always easy to get people to Cuba, so the idea was to create a home away from home, and be able to give people an authentic Cuban experience with a Parisian lens,” said Max Helm, international brand, market and national account manager for Moët Hennessy. Eminente Rum combines Moët Hennessy’s expertise with dark spirits and Cuba’s long-standing rum-producing tradition. Maestro ronero César Martí has drawn on elements of 19th century rum production in Cuba, with a focus on aguardiente, the more flavourful component of the country’s rums. “He wants to bring back the old notion of aguardiente, and what that meant in Cuba in the past, where it was really at the forefront. He wants to make that the centre of the story,” said Helm. “That really differentiates us a lot from the other rums currently in Cuba at the moment.” The rum is also differentiated by its focus on the style of rum particular to the central Cuban province of Villa Clara, said to be a combination of the more mixable rums made near Havana and the sipping rums made on the eastern side of the island. The range currently consists of two rums, namely Eminente Reserva and on-trade exclusive Eminente Ámbar Claro.

Heering unveils redesign at Bar Convent Brooklyn

Melita Kiely — Tue, 27 Jun 2023 10:36:17 +0000

The world’s first cherry liqueur brand, Heering, hosted a trio of events during Bar Convent Brooklyn (BCB) – and unveiled a new bottle design.

BCB took place at Industry City in Brooklyn, US, from 13-14 June. Heering, the world’s most acclaimed cherry liqueur brand, hosted an ‘eye-catching’ booth at BCB, designed to celebrate the brand’s signature red colour. Visitors were able to sample cocktails such as the Heering Old Fashioned and Heering Jungle Bird, while discovering the brand’s heritage bottles. In addition, guests were given an exclusive preview of a new bottle design, which will launch later this year. However, the brand’s first activation, called Sip & Spray, took place on 12 June, where ‘key tastemakers’ and influencers in New York showcased their artistic skills by creating cocktail-themed art under the guidance of street artist Hektad. The event served Heering cocktails throughout. The third event was a pop-up hosted by Mark de Witte, CEO of Heering’s parent company, De Kuyper Royal Distillers. The pop-up soirée took place in the Soho neighbourhood of New York. Trade professionals, including bartenders, attended to enjoy ‘Cocktails & Bites’ by Heering. This year's BCB welcomed more than 4,500 visitors as it celebrated its fifth year. Over the two-day event, 198 exhibitors from 51 countries and 46 US states were available to discover. Furthermore, BCB hosted 55 education sessions featuring 121 speakers. More than 475,000 drinks and spirits samples were poured throughout the show.

Absolut creates Tomorrowland bottle

Georgie Collins — Mon, 26 Jun 2023 10:43:13 +0000

Pernod Ricard-owned Absolut Vodka has revealed a limited edition bottle design to coincide with its first on-site activation at Belgium’s electronic dance festival Tomorrowland.

Pernod Ricard has partnered with Tomorrowland a number times in the past, to create a limited edition bottle and launch an augmented reality experience. Now, the team has reunited to create a unique bottle design as part of Tomorrowland's United We Dance campaign. The revamped look is said to symbolise the festival spirit of ‘unlimited freedom’, with red and orange butterflies that visualise the positive change, and the ‘new beginnings’ that the festival brings. Tad Greenough, global creative director of The Absolut Company, said: “Absolut Vodka and Tomorrowland share the belief that what unites us is stronger than what divides us. “Our collective mission has always been to bring people together, and this partnership does so in a way that is safe, fun and inclusive for everyone. We hope our Absolut collectors love the 2023 bottle design and can’t wait to see how our consumers bring their best during the Absolut Drop It Challenge.” Inspired by the pyrotechnics and spectacle that 'excites and elevates' the Belgium-based festival, the limited edition bottle design also embodies how the open-air dance floor 'can bring everyone together, release inhibitions and fuel creative expression'. For the first time, the bottles feature a QR code on the medallion, for people in Belgium, the Netherlands, Luxembourg and Malta to enter the Absolut Drop It Challenge, hosted on Instagram Reels, which gives electronic music aficionados the chance to win a Tomorrowland festival package. The challenge features a bespoke audio track and video template for entrants to record their own dance content. As well as using the hashtag #UnitedWeDance, entrants will need to upload their video to the competition landing page to qualify. All Absolut Drop It Challenge videos tagged with #UnitedWeDance will be included in a digital augmented reality mural that will live online. In addition, Absolut’s ‘high-energy’ on-site pop-up experience, hosted for the first time this year, will allow visitors to ‘choose their own adventure’ and enjoy ‘countless interactive and shareable moments’ as they journey through the space. The brand has also incorporated a surprise element 'with a fun twist’ into the pop-up, which taps into the energy and excitement of Tomorrowland. Tomorrowland, with a crowd of 400,000, 14 stages and 600 artists, is the largest electronic dance music festival in the world. The limited edition bottles are available now in Germany, Belgium, Spain, France, Poland, Netherlands, Switzerland, Estonia, Dominican Republic, Slovakia, Serbia, Montenegro, Malta, Lebanon, Israel, Cyprus, Brazil, and The UAE. In other festival news, Jägermeister recently embarked on a summer-long series of UK festival takeovers, and Mark Anthony Brands-owned White Claw announced it will expanded its festival presence with activations at UK music festivals, including London’s British Summer Time Hyde Park.

Buffalo Trace backs UK golf competitions

Nicola Carruthers — Mon, 19 Jun 2023 11:20:09 +0000

Kentucky-based Buffalo Trace Distillery has partnered with the DP World Tour to become the sponsor of three UK golf tournaments, including the Scottish Open.

Sazerac-owned Buffalo Trace will support three events in the 2023 schedule for the DP World Tour, also known as the European Tour. It is the leading men's professional golf tour in Europe. The Kentucky whiskey maker will be an official partner of the Betfred British Masters, hosted by retired professional golfer Sir Nick Faldo at The Belfry in Warwickshire from 29 June to 2 July. The distiller is also the official sponsor of two Rolex Series events – the Genesis Scottish Open (13-16 July) in North Berwick and the BMW PGA Championship (12-17 September) at Wentworth Club, Surrey. “Buffalo Trace Distillery is proud to partner with the DP World Tour to introduce our portfolio of American whiskey to golf fans around the world,” said Andrew Duncan, global director of American whiskey at Buffalo Trace Distillery. “Much like the process to create Buffalo Trace, Eagle Rare, or any of our other fine whiskies, developing the perfect swing takes patience, perseverance, exacting attention to detail, and passion for the craft. We invite golf fans all over the globe to celebrate the world’s best players on a global stage by joining Buffalo Trace Distillery on the 19th hole for a pour of whiskey.” The 360-degree partnership will be brought to life across various touchpoints including media, social and digital, in-store and on the golf course. At each tournament, the Kentucky distillery will be the exclusive whiskey partner and its various brands will be available in hospitality and food and beverage concessions, including the flagship Buffalo Trace Bourbon, Eagle Rare 10 Year Old Bourbon, Sazerac Straight Rye Whiskey, and Buffalo Trace Distillery Bourbon Cream. The whiskey producer will also receive on-course branding at the Betfred British Masters, and access to the premium hospitality services and pro-am experiences at all three events. Max Hamilton, group commercial director at the DP World Tour, added: “DP World Tour events have evolved to become full entertainment experiences, and our three UK summer events are a prime example of this. “Our partners play a big role in enhancing them and in Buffalo Trace Distillery we now have one of the world’s pre-eminent spirits brands joining us. Their commitment to the time-honoured tradition of whiskey making, while also embracing and pushing the boundaries of innovation, is something that resonates with the Tour. “We look forward to working together, starting in the UK this summer, to deliver engaging and impactful experiences that excite our joint audiences.” Earlier this month, Buffalo Trace Distillery revealed a new whiskey line that explores the impact of different strains of wheat on Bourbon, called Daniel Weller.

Whitley Neill hides diamonds in bottles

Georgie Collins — Fri, 16 Jun 2023 11:48:58 +0000

Halewood Artisanal Spirits-owned Whitley Neill Gin has hidden £25,000 (US$31,981) worth of diamonds in its bottles to provide the nation with ‘heirlooms to pass on'.

Whitley Neill Gin says that it is hoping to 'reignite' the tradition of passing down heirlooms, after research revealed nearly half (43%) of UK adults don’t plan to leave one to family or friends. To celebrate eight generations of its own distilling heritage, Whitley Neill is giving away £25,000 worth of diamonds within bottles of its Distiller’s Cut London Dry Gin. Johnny Neill, founder of Whitley Neill, said: “As a family brand, whose distilling knowledge has been passed down through eight generations, we value the importance of heritage and legacy. This is reflected in the creation of our Distiller’s Cut London Dry Gin, which boasts a quintessential, classic London Dry recipe that has truly stood the test of time. “With this in mind, we want to help the nation keep their own traditions alive and give them the opportunity to have something to pass down to others. “Jewellery is the item that most people would like to pass on to loved ones, and great quality gin and diamonds are both renowned for their quality and cut, so when thinking of how we could do this, diamonds seemed like a fitting choice.” Those who find one of the 15 hidden diamond engravings in the bottle corks of Distiller’s Cut Gin will win an ethical diamond with a minimum carat of 0.4. Of the one-in-three (36%) UK adults that said they currently possess something of sentimental or monetary value, jewellery was found to be the most received heirloom, accounting for almost two-thirds (61%) of the nation’s heirlooms. It was also cited as the item that most people believe is worth passing on, followed by books and household items including glassware, dinner service and cutlery. As such, Whitley Neill will also be offering a complimentary jewellery service to the winners. Also available to win when buying a bottle of Distiller’s Cut is an opportunity to enjoy a ‘Distiller’s Cut Diamond Experience’, which includes an exclusive tour of the City of London Distillery, home of Whitley Neill Gin – the only gin distillery in the heart of City of London for more than 200 years. Guests will also be able to enjoy a host of diamond-inspired gin cocktails from Whitley Neill’s mixologists. The Distiller’s Cut Diamond prizes will be available to win from now until the end of August, with bottles of Whitley Neill Distiller’s Cut available to buy from major retailers. To enter, those that discover a diamond engraving on their cork must to send a picture of their cork and serial number to diamondcompetition@whitleyneillgin.com. This spring, Whitley Neill debuted two new flavoured gins: Apple & Red Berries and Banana & Guava.

Aubrey Plaza teams up with Cointreau

Alice Brooker — Wed, 14 Jun 2023 13:15:34 +0000

French drinks group Rémy Cointreau has teamed up with Parks and Recreation actor Aubrey Plaza to showcase its orange liqueur brand in a Margarita cocktail.

The new Cointreau campaign plays on the idea of enjoying a Margarita the ‘MargaRight way’, as opposed to the 'MargaWrong’ way. White Lotus star Plaza said: “I love Margaritas – and the only way to make them MargaRight starts with three ingredients: Cointreau, Tequila and fresh lime juice, otherwise, it’s just MargaWrong." She continued: “This summer, you’ll only catch me ordering Margaritas MargaRight, and Cointreau will always be at any party of mine.” The campaign has produced one 30-second spot, featuring Plaza scolding a guest for bring a giant pre-mixed Margarita cocktail, and another which see's Plaza rejecting a Margarita made in a bar without Cointreau. “Cointreau has a history of cinematic storytelling, with continued investment in marketing and partnerships with top-tier celebrity talent, now including Aubrey Plaza,” said Nicolas Beckers, president and CEO at Rémy Cointreau America. “We want to continue to invite consumers to enjoy our brand wherever they are, and Aubrey is the perfect partner to showcase how three simple ingredients – Cointreau, Tequila and fresh lime juice - are all you need to make your summer, and Margarita, MargaRight.” Last year, the brand partnered with Schitt's Creek star Dan Levy to produce a digital series elevating the brand’s cocktails. To watch the on-trade campaign video, click below.

The Spirits Business sat down with Nicolas Beckers, CEO of Rémy Cointreau Americas, for an exclusive chat on the new partnership. What makes this Cointreau's 'biggest campaign' to date? Cointreau has been an essential ingredient in the original Margarita since its creation in 1948 and this year marks the 75th anniversary of the iconic cocktail, so we wanted to push ourselves to create a memorable campaign to celebrate the milestone. Not only is it our largest summer investment and consumer reach to-date, but this is the first time we are producing a celebrity campaign with our own agency partner. Why was Aubrey chosen for this campaign and how does she communicate the campaign's message? Our campaign is rooted in showing people everywhere that the only way to make a Margarita MargaRight starts with three simple ingredients: Cointreau, Tequila and fresh lime juice. The direction and tone are fresh and different for the brand, so it was important that we had the right partner to ensure it landed. The way Aubrey can convey an unabashed and irreverent honesty in a comedic tone that resonates aligned perfectly with the idea behind MargaRight. She is also a true fan of the brand, making it a perfect match for the campaign. How and where can consumers view the campaign? Throughout the summer, the campaign will run across various connected TV, digital, social media and audio platforms. We are going wider than ever before on the brand, while staying focused on reaching Margarita drinkers. You’ll also see Cointreau, Aubrey Plaza and other Cointreau partners making Margaritas #MargaRight on their social platforms, too. Will the brand continue to promote innovation and experimentation with Margaritas (such as with the Cointreau Margarita Challenge) while also promoting the MargaRight messaging? The MargaRight campaign brings innovation to the original Margarita by offering a fresh take on what it means to enjoy the iconic cocktail the right way. This is why we instantly loved the MargaRight concept and believe there are so many other ways to bring the MargaRight catchphrase to life. With Cointreau being such a pivotal ingredient in numerous classic cocktails, why is the brand choosing to focus its attention on the Margarita specifically? The Margarita is the number one cocktail consumed in the US and enjoyed all year long, with summer being a key consumption season, so we wanted to double down on efforts when consumers are ordering, or making, Margaritas more often. Why do you think the Margarita is so popular with consumers? The original Margarita is a transformative cocktail that can take any experience up a notch – when made MargaRight with Cointreau, of course. Consumers recognise that it’s simple to make, and even easier to enjoy, which makes it one of the most beloved cocktails. With the Margarita's rise in popularity, how has that correlated to sales of Cointreau, both in the on- and off-trade? Cointreau continues to see positive trends in the spirits category, with strong momentum in both on-trade and off-trade. Cointreau has had very strong growth over the last few years across the US. The brand has seen positive performance year-round and most recently a tremendous performance during the Cinco de Mayo period. This reiterates the brands relevance in home entertaining occasions as well as in bars and restaurants. Does Rémy Cointreau have any plans to acquire a Tequila brand in the near future so that it can complement the promotion of Cointreau and the classic Margarita? At this time, we are focused on making Margaritas MargaRight with Cointreau, as the essential ingredient in the original Margarita. Though we have had such great momentum on this brand over the past several years, there is so much more room to grow as people pursue making cocktails at home and seek high-quality ingredients in their drinks on-premise, as well. Last year it was revealed that Cointreau is the most popular liqueur used in the making of the Margarita in the US on-trade.

White Claw boosts festival presence

Alice Brooker — Wed, 14 Jun 2023 11:03:00 +0000

Mark Anthony Brands-owned White Claw is expanding its festival presence with activations at UK music festivals, including London’s British Summer Time (BST) Hyde Park.

The hard seltzer brand has partnered with BST and All Points East, and has a 60-date line-up at festivals across the UK, aiming to become the ‘festival drink of choice’. Michael Dean, marketing director UK at White Claw, said: “White Claw is the perfect match for festivals and events across the country, helping consumers to make the most of highly anticipated days out. "We’re super excited to return for our third year in the UK but this time bigger and better with White Claw Shore Club at BST Hyde Park and All Points East. Our fans want to be at the heart of music and culture so where better to enjoy a refreshing White Claw than at a festival, listening to your favourite artists.” Consumers can try the hard seltzer brand at BST Hyde Park between 23 June to 9 July, where the brand will host its Shore Club bar experience, fitted with a four-dimensional wave experience, beach club seating, and a raised viewing floor. This year's BST line-up includes Guns n’ Roses and Bruce Springsteen. The brand will also be present at Dockyards from 8-15 July; Junction 2 between 21-22 July; All Points East from 18-28 August; and Fly Open Air between 16-17 September. Its tour of UK festivals follows a successful second stint at Austria’s Snowbombing Festival in April. Jim King, CEO of European Festivals at AEG Presents, added: “Our priority is delivering incredible experiences for the thousands of fans who come to our festivals each year, and this new partnership with White Claw is another great example of this.” In March this year, the brand moved into the vodka category, introducing a range of premium bottlings and ready-to-drink canned cocktails created using a ‘first-of-its-kind’ filtration process.

Loch Lomond creates gin for The Open

Alice Brooker — Wed, 14 Jun 2023 10:45:33 +0000

Spirits producer Loch Lomond Group has revealed two limited edition whiskies and a gin as part of its collaboration with The Open golf tournament, which has been extended to 2028.

The 151st Open Championship will take place from 20-23 July at The Royal Liverpool Golf Club, while the AIG Women's Open is due to be held from 9-13 August at the Walton-on-the-hill Golf Course, Surrey. The Scotch whisky producer has extended its partnership with the two golf competitions for the next five years, and unveiled a special edition gin and limited edition single malts to mark the occasion. The deal was signed by Martin Slumbers, CEO of golf body The Royal & Ancient Golf Club of St Andrews (R&A), and Loch Lomond Group CEO Colin Matthews. The deal includes a ‘strong new platform’ for Ben Lomond Gin, which has been named the official gin of The Open and AIG Women’s Open. Matthews said: “Our strong relationship with The R&A over the past five years has helped to establish our brands within the world of golf, opening many new opportunities for us to engage whisky lovers across the globe. “To officially bring Ben Lomond Gin into the fold, opens further exciting possibilities for fast growing our premium gin brand which already has great appeal across many markets. We look forward to seeing what the future will bring.” The Open Special Edition Gin is inspired by The Royal Liverpool Golf Club, and includes wild botanicals such as sea buckthorn, yarrow and rosehip. The gin has also been released in a ready-to-drink (RTD) canned format with tonic. These will be served at The Open for the first time. Its new limited edition single malts were created in tribute to The 151st Open: Loch Lomond Special Edition (RRP £45/US$56.91) and Loch Lomond Open Course Collection (£240/US$303). Both are crafted using straight neck pot stills, said to create a distinctive fruity flavour style. Loch Lomond first partnered with The R&A for The Open in 2018, which led to ‘a significant growth in its presence’ among golf fans and whisky drinkers on a global basis, according to the producer. Neil Armit, chief commercial officer at The R&A, added: "Aligning with partners who share our vision for the championships and for golf to be thriving in 50 years’ time is integral to our success.” The brand completed its Remarkable Stills series in April this year, with the addition of a 47-year-old whisky

Jägermeister hosts festival takeovers

Georgie Collins — Wed, 14 Jun 2023 09:28:47 +0000

Liqueur brand Jägermeister has launched a series of summer activations at UK festivals to bring party-goers ‘the best night of their lives’.

The summer-long series of festival activations commenced over the weekend (10-11 June) at Manchester’s Parklife, where Jägermeister ‘immersed’ attendees into the brand with a custom ‘tattoo’ studio, which allowed attendees to temporarily mark the day. It also hosted a ‘Berlin-style’ vintage photobooth, which allowed revellers to immortalise ‘the best night of their life’ and ‘make memories to last a lifetime’. Peter Kennedy, head of digital, culture & events at Jägermeister, commented: “Jägermeister is excited to be taking festival fun to the next level this year by creating lasting memories with our consumers, with the launch of the temporary tattoo studio and Berlin style photobooth. “We’re dedicated to creating the ultimate festival atmosphere and giving people the best night of their lives – an ongoing mission fundamental to Jägermeister’s DNA.” The brand also hosted its own intimate stage, The Jägermeister Platz, which was headlined by house artist DJ Majestic and rapper Ivorian Doll. The Parklife festival, aimed at Gen-Z attendees, had an equal gender line up – which the brand said was an ‘important detail’. Jägermeister will also be present at Barcode, London Bridge (6 July), Nass, Bristol (6-9 July), Boomtown, Winchster (9-13 July), Boardmasters, Newquay (9-13 August), Bloodstock, Walton-On-Trent (10-13 August), and Sundown, Norwich (1-3 Sept). The sponsorship of each festival forms part of Jägermeister’s continuing bid to ‘shake up the festival scene’ and rapidly grow its reputation as ‘the summer’s favourite ice-cold drink’. At each activation, Jägermeister will also be serving ice-cold drinks at its own VIP area, equipped with its own Hubertus Circle bartender and VIP goodie bags containing portable chargers, bucket hats, sunglasses, and fans. Jägermeister recently launched the sixth iteration of its Meister Hunter cocktail competition.

High Point rebrands to Wavelength

Georgie Collins — Wed, 14 Jun 2023 08:14:47 +0000

British non-alcoholic aperitif brand High Point has changed its name to Wavelength, and unveiled a new logo and bottle design.

The brand refresh marks the next stage in the expansion of Wavelength, with the new name reflecting its ‘deep connection to the wild coast of Cornwall’, where its ‘spirits’ are fermented, infused, and blended. Founder Eddie Lofthouse said: “Having Wavelength as our name helps to share our love for Cornwall and its simple pleasures that make life better. “Wavelength is the true spirit of Cornwall – a place that means a lot to the team, and where most of us live. The name change better reflects who we are and we look forward to continuing to make our mark in an exciting category.” In addition to the new name, the new labels on Wavelength’s bottles are said to 'perfectly encapsulate' the brand’s Cornish roots, its fresh approach, the premium quality of the drinks, and its ‘weird and wonderful style’. The rebrand follows the appointment of a new senior team in March, hired to steer the brand’s development. Victoria Guy, formerly of St Austell Brewery, is now brand manager, while Emma Wykes, who previously worked as chief operating officer for non-alcoholic 'spirits' brand Seedlip, has taken the helm as Wavelength's commander in chief. Wavelength was first created by Lofthouse, founder of the Harbour Brewing Co, during the Covid-19 lockdowns when he utilised his brewing expertise to create other fermented liquids, including a hard kombucha. His aim with Wavelength was to create a non-alcoholic product that was not a mimic of an existing genre of beverage. The result was the brand’s two fermented ‘spirits’: Ruby Aperitif and Amber Digestif, both of which are made with 100% natural ingredients. Ruby Aperitif has been created using a blend of hibiscus, lavender, wormwood, pink peppercorn, orange zest, and pink grapefruit zest, resulting in a liquid with a herbal aroma and tasting notes of bittersweet citrus. Meanwhile, Amber Digestif offers hints of vanilla and log-fired toffee, with a long warming finish. It is made with a blend of Lapsang, ginger, clove, vanilla, cacao nibs, gentian root, and oak. Wavelength can be purchased from Amazon and the Wavelength website for RRP £19.99 (US$25.23). Earlier this year Wavelength appointed Cask Liquid Marketing as its UK distributor.

Bimber Distillery reaches record height

Alice Brooker — Tue, 13 Jun 2023 11:29:20 +0000

English distillery Bimber has set the record for a single malt reaching the highest summit, with its whisky landing at the peak of Mount Lhotse in Nepal.

The record is believed to have been previously set by Rebecca Stephens MBE, who became the first British female mountaineer to reach the summit of Mount Everest in 1993. Her summit bid was backed by single malt Scotch brand Glenmorangie, which also provided the team with Glenmorangie 10 Years Old, making it highest-reaching single malt whisky at the time. In May, Philip Pinchin, founding member of Bimber Distillery, began his climb of Lhotse to raise funds for medical charity Cobalt. Bimber supported this endeavour by creating a whisky made from a ‘unique marriage’ of three different cask types, including some of the distillery’s oldest and finest stock, for the climbing team to take to the top. The Lhotse Challenge 2023 bottling arrived on the summit of the mountain on 24 May at a height of 8,516 metres, which exceeds the previous record by more than 2,000 metres. Matt McKay, Bimber's director of marketing and communications, said: “We were astounded to discover that the climbing team had successfully reached the summit of Lhotse with the bottle of Bimber single malt. "Similarly to all of the world’s highest mountains, climbs of this height are extraordinarily challenging to undertake and even more so to complete. To achieve the summit and to take the time to photograph the Bimber Lhotse Challenge 2023 bottle at the top is just remarkable. "Together with our generous members and supporters we have raised more than £7,000 [US$8,798] for Philip’s charity climb – achieving the highest bottle of single malt on Earth at the same time makes us feel on top of the world.” Following the climb, the summit bottle has been returned to Bimber and will be auctioned alongside a full-sized 700ml edition in the near future. The 700ml bottle will be presented with a hand-painted label to raise additional funds for Cobalt. In April, the brand launched Ex-Bourbon Oak Casks Batch 4 – its oldest small batch single malt whisky to date.

De Kuyper debuts UK cocktail campaign

Nicola Carruthers — Fri, 09 Jun 2023 07:59:55 +0000

Dutch liqueur brand De Kuyper has created a new campaign in the UK that pairs cocktails with moods and occasions.

The multi-channel campaign, called Colourful Cocktail Vibes, will launch on 30 June and run for 13 weeks. Through the campaign, De Kuyper aims to inspire consumers to ‘find their perfect serve for any occasion’. The campaign includes PR, social media, influencers, digital, on- and off-trade activations, and Amazon amplification. Consumers visiting Stonegate, Marstons, and Mitchells & Butlers venues will be invited to discover their ‘colourful cocktail vibe’ through a personalised quiz. Accessible on menus and online, the quiz has been designed to ‘unlock’ the cocktail personality of drinkers, matching their mood and occasion with a recommended De Kuyper serve. Among the cocktails and occasions are a Blue Lagoon (holiday vibes), Kir Royale (celebration), Margarita (party), and the ‘fruity’ Passionfruit Martini. Each is made with De Kuyper's extensive range of liqueurs. Godelief van Erve, De Kuyper global marketing director, said: “We’re excited to be bringing our Colourful Cocktail Vibes campaign to the consumers via social/digital media and on-trade and off-trade activations this summer, with a variety of vibrant and delicious serves, perfectly matched to suit any mood or occasion. “Whether it’s a refreshing Blue Lagoon, a sophisticated Kir Royale, or fruity Passionfruit Martini, there’s a serve to suit everyone’s cocktail vibe. With more than 325 years of distilling experience and a commitment to use the best possible quality ingredients, we create the best liqueurs that we know bartenders and customers love using in their cocktails.” In addition, the brand is offering a deal through wholesaler Matthew Clark until 31 August, where operators can receive a free ROS (return on sale) driving kit, including cocktail recipe inspiration booklets to gift customers that order De Kuyper cocktails. Point-of-sale activations will include branded glassware, cocktail shakers, jiggers, and strainers along with menu clips, a frame and tabletop chalkboards, and posters to help bring the campaign to life in venues. De Kuyper has also partnered with UK supermarkets Waitrose, Tesco, Sainsbury’s and Morrisons, which will offer the quiz via QR codes and promotions in stores and online. From 9-10 September, the Dutch brand will showcase its cocktails alongside Michelin-starred chefs at The Home of Food festival at Lord’s Cricket Ground in London. Festival attendees will have the opportunity to book a cocktail masterclass with De Kuyper’s global brand ambassador, Max de Smit. De Kuyper also launched its first cocktail terrace with Delta Hotels by Marriott in Liverpool on 30 April. The space will be open until the end of September, offering cocktails throughout the summer. The liqueur brand is distributed in the UK by William Grant & Sons. In May this year, De Kuyper rolled out five bottled cocktails to the on-trade.

Martini campaign marks 160th anniversary

Georgie Collins — Tue, 06 Jun 2023 08:24:06 +0000

Bacardi-owned Martini has launched the 160 Years of Italian Taste campaign to mark the brand’s milestone anniversary.

Founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, Martini is celebrating the milestone with a global campaign that will sit across advertising and social media platforms. The brand says the campaign will ‘open the gates to the world of Martini’ to consumers by drawing inspiration from its ‘legacy as a symbol of Italian style and culture’. Victoria Morris, vice-president, Martini, said: “This is the year of Martini, and we’re taking our celebration across the globe with a bold, culture-led creative, 160 Years of Italian Taste. “Martini has always been at the forefront of Italian style and in 2023, we’re opening the gates to the world of Martini across multiple creative spheres that consumers can discover both digitally and experientially. “We want to remind everyone of the iconic Italian heritage of Martini and get them excited for what's to come in the future.” The campaign brings together the brand’s heritage and its ‘vision for the future’, inspired by the motto Volere é Potere, (‘to want is to be able to’), which is written on the gates of the brand’s home, Casa Martini, in Pessione, Turin. The new visuals invite viewers to step inside the world of Martini, with imagery that illustrates how the brand is 'moving into a new era'. The new creative has been designed to reflect consumers’ changing drinking habits. The brand’s hero product, Martini Fiero, a lower-ABV vermouth, is front and centre in the visuals and represents how Martini is meeting the demand for the rise in mindful drinking, while remaining ‘grounded’ in aperitivo culture.

Johnnie Walker unveils limited edition bottle

Georgie Collins — Mon, 05 Jun 2023 09:06:23 +0000

Diageo-owned Johnnie Walker is celebrating British South Asian creativity with a new limited edition Bold Steps bottle.

The blended Scotch whisky brand has brought its partnership with South Asian creative community platform Diet Paratha to life by launching a bottle designed by illustrator and graphic designer Kushiaania. Following Johnnie Walker’s invitation for artists and designers to put their own 'creative stamp' on a limited edition bottle, Kushiaania was named the winning entry. Her ‘vibrant design’ was inspired by the Brit-Asian ‘culture-clash’ world, and is described as ‘a powerful celebration of self-expression, feminine strength, and joy’. Kushiaania said: “Self-expression was an uphill battle, constantly editing myself in order to please others, working around what is deemed acceptable. Growing and allowing yourself to be your most authentic self is, in my opinion, one of the most empowering and beautiful acts of self-love we can do for ourselves. “I wanted to create an illustration that was an explosion of colour and vibrancy, celebrating self-expression. No hiding, no shame, and I am proud to have this opportunity with Johnnie Walker, an iconic whisky." Kushiaania’s 'passion' for embracing South Asian tradition with ‘a modern gaze’, and showing culture and beauty in a way ‘that is uniquely her own’, is said to mirror the Bold Steps mission for culture progression. In addition to bringing Kushiaania’s work to life, the brand is supporting her creative practice with a £5,000 (US$6,241) cash prize and one-to-one Diet Paratha Family Tree Mentoring by art director Manu Pillai. Kushiaania added: "It means a lot to take part in Diet Paratha’s Family Tree Mentoring with Manu Pillau, it’s an amazing community that has been incredibly supportive of creatives like me.” Anita Chhiba, founder of Diet Paratha, commented: “The British creative industry can be an isolating place for marginalised communities, we know that even though South Asians make up 7% of the UK we see only 4.8% on-screen and this figure drops to 2.6% off-screen. That is why campaigns like Bold Steps are so important to platform the underrepresented because this isn’t unique, we feel it across the whole creative industry. “I was impressed by the number of designs submitted and I admire Kushiaania’s fearless approach, which comes through in her spirited design.” Johnnie Walker’s Bold Steps campaign will continue to support Diet Paratha, aimed at British South Asians looking to break into or advance in creative industries, with Family Tree Mentorships for five more individuals throughout 2023. Pranay Chandra, head of Johnnie Walker and single malts, said: “Kushiaania’s celebratory bottle has really inspired us, from the bold colours to the symbols of joy and strength, the design adds a significant dimension to the Johnnie Walker Black Label bottle and it perfectly embodies the brand’s ‘Keep Walking’ ethos. “As champions of progressive voices and talent, we are committed to shining a light and standing up for creative representation and are proud of this milestone in the Bold Steps campaign.” Kushiaania’s bespoke Johnnie Walker Black Label for Bold Steps is available to buy at thebar.com for RRP £35 (US$43.69). Last month Russian police raided a factory that was producing counterfeit bottles Johnnie Walker.

ASA bans alcohol ads starring rapper ArrDee

Nicola Carruthers — Wed, 31 May 2023 11:04:14 +0000

Three Instagram posts for Litty Liquor's spiced rum featuring its founder, rapper ArrDee, have been banned by the UK’s advertising watchdog.

English rapper Riley Davies, known professionally as ArrDee, launched spiced rum 4Realli as the first product in his Litty Liquor range last year. The Advertising Standards Authority (ASA) upheld complaints against three Litty Liquor Instagram posts, published in December 2022, as they breached its Cap Code for featuring someone under the age of 25. The CAP Code states that people shown drinking alcohol or playing a significant role in marketing or alcohol must not be, or appear to be, under 25 years of age. The 20-year-old rapper was the main focus of the images in each post, the ASA said. Brighton-born ArrDee was also shown to be consuming alcohol in one of the posts. In response to the complaint, Litty Liquor apologised for ArrDee’s presence in the ads and accepted that they breached the ASA’s Code. Furthermore, one of the posts was challenged for its use of the phrase ‘Get Lit’ which was thought to have encouraged excessive and irresponsible consumption of alcohol. This post featured shots of ArrDee trying a series of different alcoholic drinks in a nightclub environment, before creating his own blend of spiced rum in a distillery, then drinking it in a nightclub where he was joined by a larger crowd. The text ‘#GETLIT’ was shown on screen. The ASA said it understood that the term ‘lit’ was used as slang for being drunk, and had also become popular in rap music to suggest intoxication. Furthermore, the watchdog recognised that in recent years the word suggested something ‘exciting, or of an excellent quality’. However, in its ruling, the ASA said its use of the term in a nightclub setting and the focus on creating and drinking an alcoholic product would be interpreted by consumers as being related to alcohol consumption. As such, the ASA upheld the complaint that the post was likely to encourage excessive alcohol consumption. Litty Liquor and ArrDee said they had not meant to use the phrase in this way and claimed they ‘intended to promote their products in a responsible and appropriate manner’. As a result, the brand removed the posts from their platform and said it would review its advertising policies and procedures. Over the past year, the ASA has also banned ads from celebrity-backed alcohol brands such as Ellie Goulding's Served hard seltzer and chef Gordon Ramsay's gin.

Breezer receives global rebrand

Georgie Collins — Wed, 31 May 2023 09:16:38 +0000

Bacardi-owned ready-to-drink (RTD) brand Breezer has been given a ‘revolutionary’ new look by London-based design agency Knockout.

The independent spirits brand design agency was tasked with creating a renewed global identity for the brand, formerly known as Bacardi Breezer, to recruit ‘the next generation of drinkers’. The full scope of the project included packaging, point of sale (POS), in-store activation and out-of-home (OOH) advertising. “Breezer had been enjoying great popularity in markets like India, Scandinavia, South Africa and Canada,” said Dominic Burke, founder and creative director at Knockout. “The brand saw an opportunity to showcase a visual confidence that more powerfully established it as a stand-alone player in the category that it had helped to pioneer. This rebrand amplifies that legacy, giving Breezer the iconic assets to demonstrate its authority in the RTD category.” The redesign introduces a new crown icon to represent the brand’s long-standing heritage, and is accompanied by a splash motif, which the agency says carries a second interpretation of playful refreshment, created to appeal to a 'modern audience of spontaneous, fun-loving consumers'. The bold word mark has been updated with a font that is said to be more balanced and contemporary, with rays of sunshine emanating from behind it to evoke a horizon and bring the daytime drinking occasion to life. Beneath the horizon line and on the neck label are colourful abstract patterns that convey the different flavours of the range, which includes Crisp Watermelon, Ripe Mango, Juicy Peach, Lively Blood Orange & Ginger, and Zingy Lime. The ‘innovative’ patterns were influenced by urban street art. “The RTD category has evolved considerably since Breezer first debuted, with increased quality of both product and branding,” added Burke. “The updated identity gives Breezer a premium touch to meet these new expectations whilst elevating that playful edge that the brand has always possessed.” Global Brands recently acquired RTD brands Hooch, Reef and Hooper's from Molson Coors Beverage Company.

Betty Buzz sponsors Wrexham AFC

Alice Brooker — Tue, 30 May 2023 09:19:51 +0000

Gossip Girl actor Blake Lively’s tonic and mixer brand Betty Buzz has been named as an official sponsor of UK-based Wrexham Association Football Club (AFC).

The brand will sponsor the official training kit for Wrexham AFC for the 2023-2024 season, with its logo applied to the training kit for both the the women’s and men’s teams. Lively said: “The owners of Wrexham AFC reached out to me through official channels. Our team had, of course, heard of Wrexham AFC but once we officially learned about their refreshing vision, we knew it was the right official fit for our refreshing sparkling beverage. Officially.” A TV spot has been created to announce the news, with Lively narrating the video. “Now that Betty Buzz is an official sponsor of Wrexham, I thought we should design something special for the players,” she says. “Something bold and unexpected like our flavours.” The video, which features fashion sketches of football kit designs, then displays a dress with a long train, featuring the club’s colours. “But it turns out there are rules about trains on the pitch,” Lively continues. The spot goes on to show more fashion sketch ideas for the uniform, until it settles on the club’s new official training wear kit. “It’s function meets… more function.” Lively says. “But oh boy, it’s got a beautiful logo. Plus, it accessorises well.” Wrexham AFC was bought by Lively’s husband Ryan Reynolds and Rob McElhenney in 2020. Reynolds and McElhenney are actors who have also launched spirits brands of their own. They said: “Betty Buzz pairs well with any beverage – whether it’s Ryan’s Aviation Gin or Rob’s Four Walls Whiskey. But if any of you pair it with Rob’s Four Walls Whiskey, Ryan will hunt you down and make you regret that choice. You can also just drink it alone. Anything but pairing it with Rob’s delicious whiskey.” Betty Buzz will also be taking over the naming rights of the hospitality suite used by the co-chairmen at Wrexham's home ground, known as the Racecourse, which will be redesigned this June. The tonic and mixer brand will also be a travelling sponsor of the Wrexham AFC American tour – the first time in the club’s history that the first team squad will travel to the US – offering sampling opportunities in and around all stadium locations. Wrexham AFC executive director Humphrey Ker said: “We are delighted to expand Betty Buzz’s involvement, as they become the training wear sponsor for all the adult teams at the club. Betty Buzz is a perfect partner for the club, locally, nationally and internationally with their every increasing distribution.” Betty Buzz recently debuted a video campaign to explain why Betty Buzz is ‘scientifically the best sparkling beverage in the world’. For the spot, the brand partnered with biochemical engineer Dr Irving Scher, who made a name for himself as an expert witness for actress Gwyneth Paltrow’s ski trial in March 2023. To watch the sponsorship spot, click below.

Suntory teams up with Keanu Reeves

Nicola Carruthers — Wed, 24 May 2023 12:07:07 +0000

The House of Suntory has partnered with actor Keanu Reeves and filmmaker Sofia Coppola on a new campaign to mark the Japanese whisky producer’s 100th anniversary this year.

Suntory was founded in 1923 by Shinjiro Torii who started making whisky at the Yamazaki distillery, located on the periphery of Kyoto in Japan. Coppola, director of Tokyo-based film Lost in Translation, has created the Suntory Anniversary Tribute, a short video that tells the story behind the Japanese whisky maker. The video stars Canadian actor Reeves, who previously appeared in a Suntory Reserve advert in 1992. Later this summer, Reeves will feature in a series of documentary shorts called ‘The Nature and Spirit of Japan’, directed by Roman Coppola, Sofia Coppola’s brother. "I’m honoured to partner with Suntory Whisky again 30 years after our Suntory Reserve campaign,” said John Wick actor Reeves. “I’m a huge fan of Suntory Whisky, so it’s very special to collaborate in honour of this milestone anniversary.” “My admiration for the whisky goes beyond tasting the whisky. It is the elevated Japanese craftsmanship and attention to every detail that makes Suntory Whisky so special. As an actor honing and perfecting my own craft, sharing this process in a docuseries is a thrill.” The series will explore Japanese whisky culture inspired by 'wa' – the Japanese harmony of nature, as well as Japanese craftsmanship (monozukuri) and the Japanese way of hospitality (omotenashi). "As the pioneer of Japanese whisky, the House of Suntory played a significant role in shaping culture and leading craftsmanship in Japan over the last century,” said Jon Potter, managing director of House of Suntory. “To mark this historic milestone, partnering with Sofia and Keanu, who are Suntory Whisky fans, makes perfect sense. From our fifth-generation chief blender Shinji Fukuyo’s striking blends to Sofia and Keanu’s unique cinematic creations, this commemoration has surpassed all expectations to celebrate our iconic Japanese whiskies.” Suntory's Hibiki 17 famously made an appearance in 2003 film Lost in Translation, where actor Bill Murray fronted an advert for the whisky in one scene. Anniversary whiskies Suntory will also release several limited edition whiskies to mark its centenary this year. The producer will launch Yamazaki 18 Years Old Mizunara and Hakushu 18 Years Old Peated Malt whiskies, and limited edition labels for its flagship Yamazaki 12 Years Old and Hakushu 12 Years Old to commemorate the 100th birthday. “Hakushu and Yamazaki whiskies are gifts from our past handed down by generations,” said chief blender Shinji Fukuyo. “It is fitting to release limited editions as part of this incredible milestone, as they represent our relentless pursuit of quality and symbolise our promise to carry our philosophy on for the next 100 years and beyond.” Suntory is known for its Japanese whiskies Yamazaki, Hakushu, Chita, Kakubin, Hibiki, Toki and Ao, as well as Roku Gin and Haku Vodka. Suntory has invested 10 billion JPY (US$77 million) into its Yamazaki and Hakushu distilleries to celebrate the company’s 100th whisky-making anniversary. The sites are currently closed for renovation and are due to open this autumn. Check out Suntory's centennial video starring Reeves below.