SBTV Archives - The Spirits Business

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.

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.

Diddy debuts D2C spirits platform

Georgie Collins — Fri, 02 Jun 2023 09:22:08 +0000

Sean ‘Diddy’ Combs has launched Diddy Direct, a 'first-of-its-kind' direct-to-consumer (D2C) liquor retailer.

The platform has been created to help retailers and consumers ‘conveniently find, inquire and purchase’ the products in Combs’ spirits portfolio, including all Cîroc Vodka expressions and DeLeón Tequila variants. “This platform is a game-changer for the spirits industry, and we’re proud to offer consumers and retailers direct access to our portfolio of premium spirits,” said Combs, chairman of Combs Global. “With Diddy Direct, we’re setting a new standard for direct-to-retailer and direct-to-consumer experiences and bringing the best of Combs Spirits directly to anyone, anywhere in the country.” Diddy Direct gives consumers and retailers information on where to find each of Combs’s spirits brands, and allows them to purchase the products for delivery, if possible in their area. If delivery isn’t available, the platform directs consumers to the nearest purchase site. It also includes an interactive national map to geo-locate local business and distributors. “Can't find DeLeón Tequila or Cîroc Vodka?” Combs said, “I'll get it to you.” Diddy Direct is available now across the US. The platform’s launch, which was announced on social media on 25 May, comes as Combs filed a lawsuit against DeLeón co-owner Diageo on 31 May, alleging that the British drinks firm has neglected his spirits brands on account of his race. Digital campaign To promote the new platform, Combs has teamed up with All I Do Is Win rapper DJ Khaled to create a digital ad campaign. In the digital short, the two stars are seen playing a round of golf, while discussing the benefits of the new platform. “Now there’s no excuses,” Combs says. “You hit me up, Diddy Direct.” To watch the ad, click below.

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.

Cardi B reveals Whipshots Lime

Alice Brooker — Wed, 24 May 2023 10:19:38 +0000

Vodka-infused Whipshots, founded by rapper Cardi B, has unveiled a lime-flavoured variant as part of the brand’s Whip it, Beaches summer campaign.

Whipshots was created as a collaboration between Wap artist Cardi B and brand consultancy firm Starco Brands. It first revealed its launch in September 2021, followed by its release in December 2021. The brand has shifted more than two million cans since its launch, and is set to expand its US presence. The new lime alcoholic whipped cream joins flavours vanilla, caramel, and mocha. It is recommended served on drinks such as Margaritas and dishes such as key lime pie. “We are thrilled to dive headfirst into the ‘summer of Whipshots’ with lime as the latest flavour in our Whipshots family,” said Ross Sklar, CEO of Starco Brands. “Having recently surpassed two million cans sold, the brand continues to offer consumers a fun and innovative way to celebrate all year.” The extension of Whipshots’ portfolio sits alongside its new summer campaign, which aims to solidify the brand as the ‘perfect year-round addition to any cocktail or occasion’. The campaign has been marked with a 30-second spot starring Cardi B, as well as a photo series. The video spot shows the singer on a beach in a whipped cream-inspired bathing suit and sunglasses. The new content was unveiled at a private event hosted by Cardi B in Santa Monica, California. In November 2022, the brand introduced its first limited edition flavour – peppermint. To watch the spot, click below.

Cutty Sark marks 100 years with advert

Alice Brooker — Fri, 19 May 2023 10:33:12 +0000

Scotch whisky Cutty Sark has unveiled its Never Ending Adventure campaign to celebrate the brand's 100th anniversary this year.

The video ad, created to mark 100 years since the blended Scotch brand was founded in 1923, spotlights its brand heritage and personality. In April, Cutty Sark marked the occasion with a new limited edition design for its blended Scotch whisky. The video ad presents a Cutty Sark ship sailing through turbulent seas in a storm, before panning into the boat’s interior. The video, set to an upbeat hip-hop song, presents numerous animations of the brand’s history through the ages. Manon Brochet, the Scotch whisky firm's brand manager, said: “We are very excited to let our consumers and whisky lovers immerse themselves in the brand's epic history and discover all the iconic parts of our story. "For a century, Cutty Sark has been guiding adventurers from all continents and horizons: sailors, explorers, pioneers, pop culture icons, bartenders.” The brand is owned by French drinks group La Martiniquaise-Bardinet. La Martiniquaise-Bardinet acquired Ôdevie Creative Spirits for an undisclosed sum in April. The purchase included the company’s French brand, Generous Gin, and its Island Signature Rum portfolio. In October 2021, the brand released a 12-year-old blended whisky. The 12-year-old is bottled at 40% ABV, and is available in a 700ml format. It is matured for more than 12 years in selected Bourbon and Sherry casks. To watch the spot, click below.

Havana Club campaign lands in UK

Alice Brooker — Fri, 05 May 2023 14:25:26 +0000

Pernod Ricard-owned Havana Club is bringing its Cuban Mode campaign to the UK with a multi-million-pound push.

The campaign, called Cuban Mode, will aim to spread the ‘spirit of la Cubanía’ (spirit of the Cuban), and invite rum lovers to switch their Cuban mode on. Centred around the brand’s portfolio, the campaign has been designed to ‘capture the essence of Cuba’ by combining the country’s ‘iconic’ landmarks with vibrant party scenes via a journey through one Cuban home. Josh McCarthy, brand director at Pernod Ricard UK, said: “Havana Club is the iconic Cuban rum and Cuban Mode is here to reveal La Cubanía to the world and spread its energy with and through our community. "La Cubanía is the essence and lifestyle born in the streets of Havana, but it is meant to be felt by everyone everywhere. "Over the last few years we’ve built a solid position as a street culture icon amongst Generation Z, and we’re confident this campaign will further accelerate brand growth and welcome new audiences to the brand.” The Cuban Mode campaign has been created under the direction of Aisultan Seitov, best known for his work with rap artists including Offset, 21 Savage, and Tyler the Creator, alongside imagery from UK photographer Jack Bridgland, known for editorial shoots for Rosalìa and Twilight star Robert Pattinson. The multi-million-pound marketing move will roll out on digital, social and on video platforms, featuring traditional Cuban elements including domino games, rumba dancers and Havana Club rum. A voiceover notes the ‘contagious spirit that flows across all generations, making you want to grab life in all its colours, shapes and forms’. A mural will also be erected in Shoreditch, London, in aid of the campaign, featuring UV paint which illuminates the street art at night, highlighting the ‘fun and excitement’ of Cuban Mode. Havana Club has also developed a range of point of sale materials to disrupt the shopper journey and deliver brand visibility in on-trade venues. In February, Havana Club pledged to cut its carbon footprint through a number of initiatives, including scaling up its by-product recycling programme. To watch the spot, click below.

Blake Lively debuts Betty Buzz video ad

Alice Brooker — Wed, 12 Apr 2023 09:04:19 +0000

Gossip Girl actor Blake Lively has partnered with an engineer for her latest video campaign to explain why Betty Buzz is ‘scientifically the best sparkling beverage in the world’.

US actress Lively unveiled her range of low-calorie mixers in September 2021, having spent three years working on the range. Her latest spot for the product involves 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. Lively enlisted Scher to give a ‘scientific explanation’ as to why the mixer series is the most bubbly sparkling beverage in the world, with the scientist drawing cartoon diagrams on a whiteboard. “Is it true that Betty Buzz is the most bubbly sparkling beverage in the world?” a narrator asked Scher. While drawing on a white board, he responded: “See, when you look at a person drinking Betty Buzz Meyer Lemon Soda, they have a smile on their face. And they think, ‘Wow, so bubbly!’ While another person drinks Sparkling Grapefruit, and says out loud, ‘Mmm! Betty Buzz tastes great.’ “And of course, in both cases,” he continued, “the [mixer] goes down into their stomachs here, which is consistent with the laws of physics and Newton's laws.” “Case closed,” the narrator responds, playing on his recent high-profile experience in court. “Betty Buzz is probably scientifically the best sparkling bevedrage in the world.” The range comprises five flavours: Sparkling Grapefruit, Meyer Lemon Club Soda, Sparkling Lemon Lime, Ginger Beer, and Tonic Water. Lively released her first video commercial for the mixers in April 2022. The drinks, alongside Lively’s husband Ryan Reynolds' Aviation gin, are available in travel retail too, having secured listings at John F Kennedy airport in October 2021. To watch the spot featuring Scher, click below.

Diageo drives farming efficiency with drones

Georgie Collins — Wed, 12 Apr 2023 09:02:37 +0000

Don Julio owner Diageo has introduced the use of drones to drive farming efficiency and environmental benefits across Tequila farming in Mexico.

Following a successful pilot scheme conducted in 2022, Diageo has introduced the use of drones on its agave farms in Jalisco, Mexico. Ewan Andrew, Diageo’s chief sustainability officer, said: "As the demand for Tequila continues to grow, we want to be able to increase our farming efficiency, but in a way that is also kind to the planet. “This initiative is a perfect example of the two coming together. It's an exciting way in which we're using technological innovation to boost production, up-skill our famers, and help us to meet our 2030 sustainability goals." The technological initiative has enabled the British firm, which owns Tequila brands Casamigos and 21 Seeds, to up-skill its agave planters for the future of the growing Tequila industry, and build their digital capability in flying the drones, therefore integrating more efficient farming practices and driving environmental benefits. Since mid-2022, the drones have worked in pairs to collect data on the growth of the agave plants; help identify which agave plants need a pesticide and fertiliser-water mix and how much; and dispense the mix where needed at night when the stomata is open. The collection of data has helped the agave planters to make better decisions on resource use, and ensures limited water resources are used only where needed. The data has shown the best time of day to feed the plants is the early hours of the morning when it's cooler, and there is less wind to reduce water loss. This is also when the agave plant is more receptive to water. This has resulted in water use dropping by an expected two-thirds. Wellington Pauperio, director for supply, Tequila and mezcal, Diageo, commented: "We're incredibly proud to be pioneering the use of drones across our agave farming, to improve efficiency in our agriculture operations while leading our industry innovation and technology adoption.” The drones have the capacity to fly over Diageo's agave fields, meaning less tractors are needed to be driven across the farmland, which has a secondary benefit of reducing carbon emissions. The use of the drones has also enabled agave planters to spend their time continuing to plant and nurture the new agave. Pauperio added: “This initiative also brings additional capabilities for our team, new opportunities for personnel in the communities we operate, and contributes to a more sustainable world by reducing the use of resources including water mix across our plantations. It has been a great cross-team collaboration for us to reach this point, and the results are speaking for themselves as we look into a better future." In Diageo's half-year results announced in January, the company reported its Tequila business grew 28%. To see how Diageo's drones are being used to drive farming efficiency, click below.

Three Cents debuts ‘barcumentary’ series

Georgie Collins — Fri, 17 Feb 2023 10:38:04 +0000

Tonic and mixer producer Three Cents has released a documentary series that explores bartenders’ perspectives on bar culture within their home city.

Through the project, called Bar Attitude by Three Cents, the brand aims to give a voice to its own heroes: the bartenders who experiment, envision, pioneer, and develop the bar culture of their city each day. The first episode of Bar Attitude by Three Cents is set in Athens with Nikos Bakoulis, co-owner of The Clumsies and Line Athens. In the episode, Bakoulis talks about his story, his favourite bars in Athens, and how his upbringing shaped his way of thinking, including his theory behind the circular economy model implemented at Line Athens. “From the moment you taste something, we want this to be the very moment you realise that something different is going on here,” said Bakoulis in the first episode. More bartenders and destinations are to follow in the coming episodes. Three Cents' mixer and tonic portfolio was inspired by and created for bartenders to use as 'the ultimate mixers for cocktails and long drinks'. The product line-up includes: Two Cents Plain Soda; Pink Grapefruit Soda; Pineapple Soda; Mandarin and Bergamot Soda; Cherry Soda; Tonic Water, Dry Tonic; Aegean Tonic; Lemon Tonic; Ginger Beer; and Sparkling Lemonade. Last year Three Cents appointed Cask Liquid Marketing as its new UK distributor. To watch the first episode, click below.

Top 10 spirits Super Bowl ads

Georgie Collins — Fri, 10 Feb 2023 13:04:25 +0000

Ahead of 'the big game' this weekend, we look back at the best Super Bowl ads from spirits brands in recent years.

While it may feel like alcohol advertising goes back a long time, the spirits industry didn’t actually start advertising on television in the US until 1996, when Crown Royal tested the medium in Corpus Christi, Texas. Up until then, the industry had a self-imposed ban on TV advertising as part of the liquor world’s self-regulatory style to prevent another Prohibition.

Even after spirits brands began advertising on TV, many networks still prohibited it, and sports took it the most seriously of them all. The NFL (National Football League) finally decided to loosen its grip on liquor advertising and give spirits an equal footing to beer in 2017, and since then spirits brands have been putting their best foot forward when it comes to utilising the world's most coveted advertising slot. Keep scrolling to see the top spirits brands Super Bowl ads that have aired in the last few years.

Cutwater Spirits – Here's to the Lazy Ones

Cutwater's 2022 Super Bowl ad celebrated the everyday ingenuity of those who work smarter, not harder, including consumers that enjoy the convenience of bar-quality cocktails in a can, such as their own. Here's to the Lazy Ones redefines lazy as ingenious, because the ones who make 'the most of their time are the ones who are ahead of it'. Throughout, people are seen utilising 'lazy' life hacks to create an easier life, including tenderising steak with a muscle gun, and using a flame-thrower to clear snow from a driveway. The ad, shot in black-and-white, highlights the Cutwater products in technicolour.

Crown Royal – Dave Grohl practices gratitude

Foo Fighters' Dave Grohl practices gratitude in the trailer ad for Crown Royal's 2023 Super Bowl ad (yes, adverts get trailers now), in which he thanks the various items in his recording studio for their functionality, while sipping on a glass of Crown Royal whisky, on ice, which he also thanks. The trailer is one of several that have been released by the Canadian brand in the run up to Super Bowl XXIII, which also includes a two-minute-long video in which Grohl plays an epic rock cover of O Canada with Canadian guitar legend, Donna Grantis. The brand advises viewers to tune in to 'the big game' on 12 February for 'our biggest thank you yet'.

Michelob Ultra-Organic Seltzer – All Star Cast

In Michelob's 2021 Super Bowl Ad, you'd be forgiven for thinking the hard seltzer brand had roped in an all-star cast for the minute-long ad, as it appears to feature the likes of Megan Fox, Usher, Serena Williams, and the voice of Wedding Crashers star Christopher Walken. Throughout the ad, the A-list stars talk about the want for a hard seltzer with no artificial after taste, sugar, or carbs, and one that is USDA-certified organic. However, as Oceans Eleven star Don Cheadle parachutes onto a super yacht, it soon becomes apparent that the ad has been focusing on look-a-likes. "In a world where most things seem real," he says, "sometimes they're not." The ad ends with Cheadle cracking open a can of the product as he declares: "New Michelob Ultra-Organic Seltzer is real, and it tastes that way."

Jim Beam – Raised Right

For Jim Beam's 2019 campaign, Raised Right, the Bourbon brand looked to celebrate the lasting legacy of Jim Beam. The spot marked the brand's first global ad campaign in five years, and remembered how the family-run brand rebuilt itself in the wake of Prohibition. Zeroing in on James B Beam, who was the head of the whiskey family in the 1930s, the minute-long ad demonstrates how Beam called on close friends to help him quickly rebuild the Beam distillery from the ground up in 120 days. "He didn't have much time, he didn't have much money, but he did have a few good friends – people who were raised the right way," the voiceover says. As the ad travels in time from the 1930s to the present day, the voiceover credits the work of those who helped: "It's because of them we can raise this Bourbon today."

Bon & Viv Spiked Seltzer – The Pitch

Airing just after the coin toss of the 2019 Super Bowl, The Pitch by Bon & Viv Spiked Seltzer played upon the idea of things that are 'too good to be true', such as a hard seltzer that has 0g of sugar. The ad takes place underwater, where 'founders' Bonnie and Vivian are depicted as two mermaids pitching their alcoholic sparkling water brand to a panel of sharks, in a nod to the US TV show Shark Tank. "Let us tell you, the myth is real," they say, before asking the panel what they think. Much like the mythical plot of the ad, Bonnie and Vivian are made-up characters. When AB InBev acquired the brand in 2016, the company decided to rebrand it from Spiked Seltzer to Bon & Viv Spiked Seltzer — a play on the phrase 'bon vivant' — to help it stand out from the rest of the fizzy water pack.

Hennessy VS – Major

Narrated by hip-hop legend Nas, Hennessy's debut Super Bowl commercial brought to life the spirit of the brand's 'never stop. never settle' mantra. The ad, called Major, explored the story of cycling champion Marshall 'Major' Taylor, who in the late 1890s became the best cyclist of his time, holding seven world records by 1898, and in 1899 became one of the first African Americans to win a world championship. The ad premiered during the 2019 Super Bowl, a year that marked Major's 30th anniversary of being inducted into the United States Bicycling Hall of Fame.

The Botanist – The Spirit of Community

Rémy Cointreau-owned Islay gin brand The Botanist made a major investment in its first TV spot with an ad campaign that aired during the Super Bowl in 2022. The commercial was created to shine a spotlight on the plight of the hospitality industry during the Covid-19 pandemic, amid rolling lockdowns, economic uncertainty and forced closures. The Botanist gin, which is made at the B Corp-certified Bruichladdich Distillery on Islay, partnered with the Independent Restaurant Coalition (IRC) on the project, with the aim of giving aid to independent bars, restaurants and other venues as they fought for survival.

Jack Daniel’s – Our Responsibilities

In 2020, Tennessee whiskey brand Jack Daniel's dipped its toe into the world of Super Bowl advertising for the first time with an ad that told the story of Jack Daniel's workers and their responsibilities, from the distillers and heavy lifters, to the distillery tour guides and local fire department, who protect the whiskey. It even features a dog, often considered a key success driver of any Super Bowl ad, though his responsibilities are demonstrated to be limited. The ad also has a responsible drinking message highlighted at the end, as the voiceover states: "You’re responsible for enjoying it. Responsibly." The cost for this 30-second black-and-white ad was estimated to be US$5 million.

Rémy Martin – Inch by Inch

This year, Cognac House Rémy Martin has teamed up with 'the greatest female athlete of all time', Serena Williams, for its first Super Bowl spot. The ad continues Rémy Martin's concept of Teaming Up for Excellence, a notion that it instils into all aspects of the brand, passing it from generation to generation. Created by Fred & Farid New York, the Inch by Inch campaign spotlights teamwork and how we drive greatness forward as part of a team. Williams stars front and centre in the ad, which that will debut during this year's game and will portray how great success cannot be accomplished alone, and that as part of a collective team true excellence can be achieved. Over the past few weeks, the brand has been dropping trailers for the spot.

Cointreau – Love Letter

In 2021 Rémy Cointreau made its Super Bowl debut with a 30-second advertisement in 15 markets for premium French liqueur Cointreau. The ad spot, titled Love Letter, was created in support of the on-trade community in the US, which had been hit hard by the pandemic. Created in collaboration with The IRC, the campaign put a spotlight on, and showed support for real industry workers affected by the Covid-19 pandemic. Throughout the 360° campaign in the US, Cointreau encouraged viewers to post their own love letter on social networks to their favourite bars and restaurants with the hashtag #saverestaurants.

Tito’s partners with Martha Stewart

Alice Brooker — Tue, 10 Jan 2023 11:52:14 +0000

American vodka brand Tito’s has teamed up with television personality and writer Martha Stewart to produce an ad for Dry January.

The 60-second spot opens with the words ‘Tito’s Dry January’, which then transitions to read ‘Tito’s DIY January with Martha Stewart’. Positioned at a table with a bottle of the handcrafted vodka, Stewart begins by saying: “Hey, I get it – it’s Dry January, so you’re not drinking much. But if you’ve got Tito’s lying around, don’t just stare at it – use it.” Stewart then sprays a miniature bottle labelled Tito’s, resembling room spray, into a pair of boots. “Say goodbye to musty smells,” she says. She is then seen stirring a sauce while simultaneously pouring vodka into the pan, with the bottle now resembling olive oil. “Add it to your pasta sauce for a little extra kick,” she continues. At this point, Stewart carries on pouring the vodka into the saucepan of pasta sauce. “Maybe a little bit more,” she says. The spot continues, seeing Stewart use the vodka for a number of activities that avoid consuming it. “Spice up your Friday night by cutting through dirt and grime. And nothing tenderises your favourite meat like Tito’s,” she adds, while pounding a large bottle of Tito’s onto a slab of raw meat. “Messy surfaces are no match for Tito’s,” Stewart continues, as she sprays a bottle imitating a cleaning product, but containing Tito’s, into the air. “Keep your flowers in bloom with a splash of that vodka you can’t drink.” Stewart then goes on to take in the aroma of the flowers, and retorts, “smells like February” with a smile. “I certainly can’t think of anything else I’d rather be doing with my Tito’s,” she concludes. The ad ends with the various bottles of Tito’s in different forms, before Martha adds: “Ah fuck it, Martha needs a drink.” The kit of bottles was made available on the brand's website for US$10, but has already sold out. It included: The Cleaneriser, for 'cleaning surfaces' with a trigger sprayer; The Deodouriser, 'for smelly fabrics'; and The Flavouriser, for 'cooking'. All products were available in one-litre, 750ml, 375ml, and 200ml bottles. Earlier this year, the brand increased its availability with the appointment of new distributors in Georgia, Azerbaijan, and Kyrgyzstan. The brand also recently revealed at the TFWA World Exhibition & Conference that Tito’s is now available in Iraq, as well as in Montenegro duty free. To watch the spot, click below.

Bruichladdich unveils ‘pollution eating’ mural

Georgie Collins — Fri, 23 Dec 2022 11:27:07 +0000

B Corp-certified Bruichladdich Distillery has revealed a mural in Shoreditch, East London, which has been coated with a ‘pollution eating’ polish.

The ‘industry first’ We Also Make Whisky mural has been designed to ‘significantly improve’ air quality. It uses a polish that purifies air by using energy from natural sunlight to breakdown harmful pollutants and odour molecules. It is said that one coated square meter can take out two grams of nitric oxide per day. Located at 26 Redchurch Street, Bruichladdich’s mural clocks in at 70 metres squared, and has been live for four weeks. This equates to an estimated pollution reversal of more than 700 cars. In addition to the mural, Bruichladdich has also backed Spotify Sonics, a new initiative that sees the recording, mixing, and editing of the advert carbon offset. Furthermore, Bruichladdich has partnered with new social media platform, WeAre8. The B Corp-certified platform gives money back to those who elect to watch the ads, and makes charitable donations to an organisation of the advertiser’s choosing. Nominated due to its work in promoting circular economies, more than £1,800 (US$2,174) has been donated to the Ellen MacArthur Foundation to date. A distillery spokesperson said: “[The partnership] is a great fit for us, owing to Bruichladdich’s island location and holistic sustainability program that insists we use less and use better across all areas of our business”. This week we unveiled our top 10 marketing moves in November. To see how the mural was created, click below.

Ceder’s launches Dry January campaign

Georgie Collins — Wed, 14 Dec 2022 12:04:54 +0000

Non-alcoholic ‘spirit’ Ceder’s has revealed a campaign that it hopes will ‘flip the script on the perception of January’.

The January, It’s Anything But Dry video campaign aims to drive the message of ‘embracing January to the fullest’, by encouraging people to start the year ‘in the right spirit’ and make the most of every moment. Ceder’s head of marketing, Solene Marchand, said: “January is filled with short days, long nights, and cold weather. "It’s so common for this month to be used to restrict the things we enjoy, say no to the things we want to say yes to, and hold ourselves to high standards we can’t always keep. “Our January, It’s Anything But Dry campaign aims to inspire us to start the year right, try new things, and add some fun back into the brand-new year. “Ceder’s is all about zero moments missed so that you can embrace life to the full, and live free spirit.” The 20-second video aims to challenge ‘boring Dry January stereotypes’ by featuring two friends enjoying a day on a sunny beach with a Ceder’s and Tonic. As the camera slowly pans out, it is revealed that the friends have staged the scene to look like a warm summer’s day using a backdrop and white sand. The falsified scene drops to the ground and a grey, cloudy sky and dark, windy beach is revealed. Text appears on the screen to read: ‘Make January anything but dry’. The campaign will launch in the Netherlands and through targeted digital campaigns in other markets across the globe, starting with Canada. Ceder’s offers four flavour varieties of its non-alcoholic ‘spirits’: Ceder’s Classic, Ceder’s Crisp, Ceder’s Wild and Ceder’s Pink Rose. The expressions are all zero calories and sugar free, and 'full of flavour'. The brand won Gold medals at The Low & No Masters 2022 for its Classic and Crisp expressions. Ceder’s has partnered with 1% for the planet to donate 1% of its revenue to environmental causes. To watch the January, It’s Anything But Dry video, click below.

Franklin & Sons launches bi-monthly vodcast

Melita Kiely — Fri, 09 Dec 2022 10:52:53 +0000

Tonic water and mixer brand Franklin & Sons has launched a vodcast series, called Drinks in Trade.

The vodcast will release bi-monthly 45-minute episodes to celebrate the ‘best in trade’ businesses from various cities. Tim Garratt, bar owner at Soak Cocktail Co Bar, and former consultant at Shaker Group London, is the host. The inaugural episode launched on 5 December, in which Garratt interviews Tom Kirk, of Below Stairs in Leeds, and Ben Peel, co-founder of John Robert’s Botanic Request. Each episode is free to watch on YouTube and on the Drinks Collective trade hub on franklinandsons.co.uk. Tom Singleton, brand director at Franklin & Sons, said: “Franklin & Sons are thrilled to support the UK’s exciting hospitality scene, by showcasing industry legends, experts and friends, and sharing their expertise through our new Drinks in Trade vodcast. “We’re truly honoured to have a great network that elevates, supports and celebrates ‘best in class’ within the drinks industry. “As an independent business focused on innovation, we enjoy talking to fellow industry pioneers about their aspirations, approach and vision – and can’t wait to share this with the wider community. “Regardless of whether you’re just entering the hospitality industry, or are an experienced bar operator or business owner, there’s plenty in this series that will apply to your craft that you’ll find interesting.” The second episode in the vodcast series will head to Manchester with Nathan Larkin, of Speak in Code, and Paddy Howley, of So Let’s Talk, and the Spirit of Manchester Distillery. Earlier this year, Glasgow-based producer Whyte & Mackay released a new series of its podcast Live from the Sample Room, which spotlights whisky investment. Click below to watch the first episode of Drinks in Trade:

Patrón campaign celebrates Tequila artisans

Alice Brooker — Wed, 07 Dec 2022 10:45:31 +0000

Tequila brand Patrón has unveiled its new campaign Our Hands as a tribute to the local artisans behind the brand.

The campaign has been launched to celebrate Patrón’s ‘authentic Tequila production’. Our Hands was shot at manufacturer Hacienda Patrón, in the highlands of Jalisco, Mexico, and features those behind the production of the liquid – a jimador, tahona miller, fermenters, distillers, and bottlers – coming together to craft it. "With more than 2,000 employees at Hacienda Patrón, our Tequila is passionately handcrafted by our familia before it leaves the distillery," said Ronan Beirne, global vice-president, Patrón Futures. "We're incredibly proud of the new 'Our Hands' creative because it illustrates how our dedicated Patrón artisans play such an important role in creating our super premium Tequila through handcrafted techniques and small batch distilling methods, and by using only three, natural ingredients." Created by Mullen Lowe Los Angeles, the brand partnered with Mexico-based designer Sandra Weil, who outfitted each Tequila artisan in hand-cut, hand-sewn garments, and also enlisted artist and innovator Andrés Levin, who produced the film's sounds and music. "The craftsmanship, creativity, and talent of our people has allowed us to constantly experiment, explore and create bold innovations whilst staying committed to our handcrafted production process," added Beirne. "At a time when families are coming together for the holidays, we're putting a spotlight on our own artisan 'familia' and championing the people who are the pulse of the Tequila." Last month, the brand’s global cocktail competition Patrón Perfectionists named its UK winner as bartender Max Macauley of The Locale in Glasgow, Scotland. To watch the spot, click below.

Loch Lomond debuts Remarkable Makers campaign

Georgie Collins — Thu, 24 Nov 2022 07:58:32 +0000

Scotch distiller Loch Lomond Whiskies has kicked off its new collaborative Remarkable Makers campaign with a partnership with London's Bread Ahead bakery.

Through the Remarkable Makers campaign, Loch Lomond will partner with artisans from other industries to lift the lid on the whisky-making process. Michael Henry, Loch Lomond Whiskies’ master blender, said: “There is a certain mystery to whisky making, which is often seen as an infinitely complex form of science and art. “While there are just three ingredients in whisky making – water, barley and yeast – there are endless possibilities to explore, with the most subtle changes in method creating distinctive differences in flavour, colour and alcohol concentration. “Recognising that most people don’t have the desire to delve into the highly technical details, we are setting out to work with a collection of Remarkable Makers from other industries who exude the same passion and innovation in their fields, as we do in ours. “By doing so, we hope to lift the curtain on whisky making, educating consumers in a new way, simplifying the process and taking them into our world through that of other creators.” The Remarkable Makers Series has launched with the first collaborator, London-based bakery chain Bread Ahead. The partnership has been designed to showcase the parallels and synergies of whisky and bread making, and highlight the influence of yeast in whisky production. Reece Collier, Bread Ahead bakery director, said: “On the surface these two crafts feel worlds apart, but whisky and bread making share many similarities. “Using simple ingredients – yeast, water, salt and flour – we can create incredible flavours and hundreds of variations in products from sourdough to focaccia, brioche and ciabatta. While in whisky you use yeast and water, along with barley, to experiment with single malts, single grain whisky and blends to create a vast spectrum of flavour possibilities.” New Distillery Edition release The collaboration complements the release of Loch Lomond Whiskies’ new Distillery Edition, which has been crafted using Chardonnay wine yeast, an unusual ingredient in whisky making. Chardonnay wine yeast has been found to create an intense zesty fruit and citrus flavour when added to whisky, and a fresher, sweeter flavour when added to bread. The resulting whisky, Loch Lomond Distillery Edition, is a nine-year-old single cask malt, which was first distilled in 2010. There are only 270 bottles available worldwide. Loch Lomond Distillery Edition presents aromas of freshly grated lemon peel, pear and white peach with vanilla and icing sugar. On the palate, there is creamy vanilla with a honey sweetness, grapefruit and tangy pineapple before a long finish of citrus, elderflower and gentle cinnamon spice. Henry continued: “Very few distilleries use Chardonnay wine yeast in the fermentation process. The result is an exceptional single malt characterised by a distinctive zesty flavour, with intense notes of orchard and citrus, which truly reflects what we are capable of.” Collier said the bakery has looked "beyond the usual boundaries in bread making" through the partnership. “Inspired by Loch Lomond Whiskies’ innovative approach, we have created a new ciabatta crafted using Chardonnay yeast and Chardonnay wine," Collier said. "When added to the bread, Chardonnay wine yeast gives it a new lease of life and it becomes much sweeter.” Click below to watch the Remarkable Makers campaign video: Earlier this year, Nc'nean released Huntress 2022, the first expression to feature one of the brand's yeast trials, which uses three different yeast varieties. Last year, Volcan de mi Tierra Tequila became the first Tequila brand to use Champagne yeast in its fermentation.

Gorillaz to host live Smirnoff masterclass

Alice Brooker — Tue, 22 Nov 2022 11:28:18 +0000

Vodka brand Smirnoff has partnered with English band Gorillaz to livestream a cocktail masterclass with virtual member Murdoc Niccals.

The Diageo-owned brand and virtual band collaborated for the first time in October this year, creating a limited edition bottle and four cocktail recipes. Now, the team is bringing a ‘first-of-its-kind experience’ to fans at 6pm GMT on 24 November through YouTube, which will see virtual band member Niccals interacting live with viewers ‘like never before’. Niccals will walk fans through his cocktail creation, the Vodka Murdini. He said: “Would you like to know the secret to my signature cocktail, the Vodka Murdini? Or maybe you just want to see me shaking one of those cocktail things while I spin inspiring yarns and solve all your problems? "Then tune in to my live mixology masterclass with Smirnoff. Not into cocktails or top-draw banter? Just sit back and behold my dazzling new tuxedo.” Those wanting to join in with the live master class will require: a cocktail shaker, jigger beaker, ice, a Martini glass, vermouth, olive brine, pickles, and Smirnoff’s No. 21 vodka. A Q&A segment will follow the masterclass. Mark Jarman, head of Smirnoff GB, commented: “When we blend our creativity with our partners, we create innovative and disruptive new experiences for audiences to enjoy. "Gorillaz are entertainment originators and real pioneers. This masterclass is a true testament to the endless possibilities that arise from embracing the true power of originality.” The limited edition Smirnoff x Gorillaz No. 21 vodka bottle sold out in under 24 hours when it launched in October. The band was created by musician Damon Albarn and artist Jamie Hewlett. It comprises four fictional members – Niccals, Russel Hobbs, 2D, and Noodle. Earlier in the year, Smirnoff teamed up with another music artist – Ty Dolla $ign – to debut its lemonade collection. To watch the trailer for the masterclass, click below.

Guatemalan Spirits shows rum diversity

Melita Kiely — Fri, 18 Nov 2022 12:47:41 +0000

Are you ready to take a journey to Guatemala? Jose Quintana, master distiller at Guatemalan Spirits, talks us through the company's extensive portfolio.

Guatemalan Spirits’ origins date back to the mid-1900s. Over more than eight decades, the company has come to house a top-quality spirits portfolio. The firm started primarily as a producer of aged rum, and today the Botran and Zacapa Rum brands have become its signature brands in both Guatemala and international markets. Botran Rum celebrated its 80th anniversary in 2020. Guatemalan Spirits is proud of its sustainable endeavours and was certified as carbon neutral in June 2021. The producer’s entire production chain generates zero emissions. In our latest video, master distiller Quantana shines a light on the company's rich rum history, alongside its Miracielo brand. Spiced rum Miracielo is crafted from an old family recipe, said to have originated in the city of Santiago de Los Cabelleros. Guatemalan Spirits was part of this year's Bar Convent Berlin trade show, which took place in the German capital from 10 to 12 October 2022. For further information about partnering with The Spirits Business to create video content, contact either Richard Cochrane (richard.cochrane@thespiritsbusiness.com) or Ryan Graves (ryan.graves@thespiritsbusiness.com). Last year, The Spirits Business interviewed Guatemalan Spirits’ corporate marketing director, Alexandra Alfaro, to discover how the company has diversified its portfolio beyond rum.

Brands launch aquavit awareness campaign

Georgie Collins — Fri, 18 Nov 2022 11:37:15 +0000

A trio of independent British distilleries has launched a campaign to raise awareness of ‘lesser-known’ Scandinavian spirit aquavit.

Orkney Spirits Limited, Bristol’s Psychopomp Microdistillery, and Silver Circle Distillery of Monmouthshire, are respectively the ‘first’ Scottish, English and Welsh producers of aquavit. The three producers have joined forces to increase the spirit’s UK awareness and popularity, under the banner of ‘British aquavit’. “We want more people to know about this delicious and versatile spirit, so as the first distilleries to make it here in the UK, we’re pooling our efforts to spread the word about what aquavit is – and more importantly – how great it tastes,” said Erin Watt, marketing manager at Orkney Gin Distillery. Aquavit is a botanical spirit, with numerous spellings: aquavit, aqvavit or akvavit. The spirit's specific flavour profile varies depending on the country in which it is made. It is produced in the same way as gin, using dill or caraway as lead botanicals instead of juniper. Stephanie Peck, head of operations at Psychopomp Microdistillery, said: “Across our three distilleries, we’ve all got different styles of aquavit, but there are common similarities – just like when you look back at the heritage of traditional aquavit in Scandinavia. “They all have their own idiosyncrasies, which means there is plenty of room for people like us to experiment.” Joe Howden, co-founder of Silver Circle Distillery added: “As a group, we all recognise that there is a lot of potential for aquavit in this country; once people try it, they tend to love it – but it’s still relatively unknown. “As a cocktail ingredient, it really is phenomenal, it just brings a whole new dimension.” The three distilleries have created a short film, which showcases how each of their individual aquavits are made, and how they might be used to create new and unusual versions of popular cocktails, such as a Martini or a Bloody Mary. Orkney Akvavit is distilled eight times over a 24-hour period using whole, fresh and hand-picked botanicals including rose hips, whole orange segments and cinnamon. Psychopomp uses handmade 30-litre copper pot stills to produce its spirits in small batches, using a single shot method. Its British expression was inspired by the Danish style but with ‘its own Bristol twist’. Silver Circle’s 40% ABV aquavit is distilled with caraway, fennel, raspberry, lemon and rye. The brand recommends switching gin for aquavit for a ‘new perspective’ on a gin and tonic. The brands have also created a tasting pack that can be enjoyed on its own, with food and in a variety of cocktails at home. The tasting packs include three 50ml bottles – one each of Orkney Akvavit, Psychopomp Aqvavit and Silver Circle Aquavit, plus an online guided tasting for consumers to learn more about the spirit as they taste it. Click below to watch the campaign video.

Ron Barceló: a unique taste of the Dominican Republic

Melita Kiely — Thu, 17 Nov 2022 12:58:11 +0000

Acclaimed producer Ron Barceló brought a taste of the Dominican Republic to Bar Convent Berlin 2022. We spoke with Otto Flores to learn more about what makes this rum brand so unique.

Not all rum is made the same, and Ron Barceló has a number of standout qualities that make it unique in the Dominican Republic. In 2016, the producer became the first rum brand to be certified carbon neutral in the country. This was followed by the release of Ron Barceló Organic in 2020, the nation’s first organic rum. At this year's Bar Convent Berlin trade show, The Spirits Business interviewed Otto Flores, global brand ambassador for Ron Barceló, to discuss the brand's historic roots and future ambitions. During the show, the brand welcomed visitors to its stand where they were able to sample a new rum that was finished in Port casks. Barceló Imperial Porto Cask is part of the brand’s Rare Blends Collection, which uses casks from various latitudes. The company showcased its premium portfolio and sustainable ethos. Products available to sample at the stand included: Barceló Blanco, Barceló Añejo, Barceló Imperial Onyx, and Barceló Imperial Premium Blend 40th Anniversary. For further information about partnering with The Spirits Business to create video content, contact either Richard Cochrane (richard.cochrane@thespiritsbusiness.com) or Ryan Graves (ryan.graves@thespiritsbusiness.com).

Chris O’Dowd stars in Redbreast campaign

Georgie Collins — Thu, 17 Nov 2022 12:03:21 +0000

Redbreast Irish Whiskey has launched a campaign video in celebration of Robin Redbreast Day (17 November) starring Bridesmaids actor Chris O’Dowd.

Redbreast Irish Whiskey is celebrating the second year of Robin Redbreast Day, an annual global date in the calendar designed to raise awareness and donations for charity partner Bird Life International, and its joint mission to protect common birds. O’Dowd stars in the video alongside Redbreast mascot, Robin. In the spot, the pair are seen sitting together in a tree whilst birdwatching. For every share and like the video receives, €0.25 cents (US$0.26) will be donated to the global conservation charity Bird Life International, which uses the funds for its vital work in species and habitat protection, advocacy and conservation. O'Dowd commented: "It has been a pleasure to team up with Redbreast Irish Whiskey and Robin to speak up for the birds and celebrate Robin Redbreast Day. I feel this year we’ve raised the bar, or more so the branch, in how we draw more people into the cause. “I’m proud of how it all turned out, but even more proud that I did all my own stunt work; I wish I could say the same for Robin.” The brand has a longstanding commitment to bird conservation, and over the years has focused on ways to give back to well-known yet vulnerable species that have come under increasing pressure. The campaign follows the success of last year, when the brand raised €100,000 (US$103,554) on Robin Redbreast Day. Billy Leighton, master blender, Irish Distillers commented: "We are thrilled to be expanding our partnership with Bird Life International for another year to continue our joint mission to protect common birds worldwide. “Following last year's success, it's great to have Chris back to help us spread awareness of Robin Redbreast Day and common birds in an entertaining and uplifting way.” To raise additional funds for Bird Life International, Redbreast Irish Whiskey has launched of the third edition of its 12-year-old bird feeder bottle. The 12-year-old single pot still whiskey features an intricately designed bird feeder with a red copper finish. The limited edition bottle is available via the Redbreast website and on shelves in select markets from 14 November, for an RRP of €70 (US$71.30). To watch the Robin Redbreast Day campaign video, click below:

Macallan debuts short film

Alice Brooker — Wed, 16 Nov 2022 11:04:03 +0000

The Macallan has released an eight-minute biopic celebrating Janet ‘Nettie’ Harbinson, the woman behind its 1926 single malt whisky.

The short film, called The Spirit of 1926, details the real-life story of The Macallan's former managing director Janet ‘Nettie’ Harbinson. Harbinson created The Macallan Fine & Rare 1926, which went on to be the ‘most valuable bottle of wine or spirit ever sold at auction’ after fetching £1.5 million (US$1.7m) at Sotheby’s auction house in 2019. Jaume Ferras, global creative director for The Macallan and a producer of the film, said: “We uncovered Janet Harbinson’s story when researching the background to The Macallan Fine & Rare 1926, and we knew we had to share it as soon as we learned of her role in its distillation and maturation, as well as the deep influence she had on the future development of the brand." The film will be screen in selected cinemas worldwide and is available to watch on The Macallan’s website and on YouTube. It is set at the brand's estate in Speyside, Scotland, and tells the story of Nettie assuming control of Macallan’s distillery after her husband’s death. Ferras added: “At its heart, this is a love story; it celebrates the love that Nettie had for her husband, her love for the local community, her love for nature and her love for the family business. “She cared deeply about others and was determined to use her position at The Macallan to enrich the lives of those around her. “Guided by her conviction and strong belief in doing the next right thing for everyone she cared about, she unconsciously made history and it is only right that we pay tribute to her.” The film stars British-American actor Emily Mortimer as Nettie, and included the help of director Mike Newell, whose credits include Four Weddings and a Funeral and Harry Potter and the Goblet of Fire. Mortimer said: “The story is all about people finding their vocation in life. It’s really about holding onto the memory of someone that you really love. “Nettie is living in the first half of the 20th century. She just enjoys her life, then her husband dies. She had to decide what to do with the business and she decides that she’s going to run it. “There are some people who take what they do very seriously and care, not just about the product they’re producing, but about the people who work for them and what they are adding to the world. There’s something about that whisky, that was made under her watch in 1926, that symbolises the heart of the company and what The Macallan whisky is all about.” The script was written by screenwriter Allan Scott, whose hits include Castaway and The Queen’s Gambit, while Scottish rock group Simple Minds delivered the film’s soundtrack. Ferras added: “Film is in The Macallan’s DNA. Our whisky has appeared in the background of many movies and TV shows, even taking centre stage on occasion, and our former chairman Allan Shiach is an award-winning screenwriter. “Turning Nettie’s story into a film was a huge challenge, but a bit like Janet herself, we felt compelled to follow the courage of our convictions and give her contribution the treatment it truly deserves. “Each of our incredible collaborators have done a magnificent job of bringing to life our vision of Nettie. “We can never repay her for her wisdom, her courage, her care and her craftsmanship, but we hope through our film our gratitude as a brand shines through.” Last month, The Macallan unveiled the second edition of its Harmony Collection, a series that celebrates the world of coffee. To watch the film, click below.

Thomas Henry goes Back to the Future

Melita Kiely — Tue, 15 Nov 2022 12:09:12 +0000

Tonic and mixer maker Thomas Henry has big plans for the future. We caught up with the brand at Bar Convent Berlin to discuss what’s in store for 2023 and the biggest drinks trends set to drive the category next year.

At this year’s Bar Convent Berlin (BCB) trade show, international brands, bartenders, and media gathered in the German capital for three days of networking and events. German tonic water brand Thomas Henry hosted a bustling pop-up bar during the show, based on the theme 'Back to the Future'. During the event, The Spirits Business spoke with Thomas Henry’s international business director, Benedikt Fimpel, to find out more about what BCB means to the Thomas Henry brand, the importance of the ‘Back to the Future’ theme, plans for 2023, and the trends that look set to shape the drinks world next year. The video below further showcases Thomas Henry’s BCB pop-up bar in full swing. For further information about partnering with The Spirits Business to create video content, contact either Richard Cochrane (richard.cochrane@thespiritsbusiness.com) or Ryan Graves (ryan.graves@thespiritsbusiness.com).

Stanley Tucci creates Tanqueray ad

Alice Brooker — Thu, 27 Oct 2022 10:29:24 +0000

Diageo-owned Tanqueray No. Ten Gin and actor Stanley Tucci have teamed up to create a new ad, called Make It A Martini Night.

The global partnership between Tucci and the Diageo-owned brand was revealed in June 2021. The Devil Wears Prada star features in 'Make It A Martini Night', a spot that presents Tucci ordering a Tanqueray No. Ten Martini at a bar, and guests at the end of the bar overhearing – and proceeding to order the same serve. “When said aloud, it’s the only order that becomes everyone’s order,” Tucci says to the camera. “I’m a big fan of the Martini – there is something about a Martini’s simplicity and classic elegance, while being modern at the same time,” said Tucci. “Made with No. Ten, a Martini rises in stature and that’s why bartenders like to use it.” Tanqueray No. Ten gin is made using white grapefruit, lime and orange, and boasts citrus notes as a result. “There’s no denying the Martini has become the de facto ‘it’ cocktail of 2022,” said Christina Choi, senior vice-president of gin, Tequila and breakout growth brands at Diageo North America. “With his quiet sophistication and natural charm, Stanley Tucci is the perfect creative partner for us. After all, if Stanley and Tanqueray No Ten have one thing in common, it’s that they are both undeniably classic and chic.” To create the Martini, combine 40ml of Tanqueray No. Ten and 5ml dry vermouth into a shaker with ice, and stir until mixed. Then, serve into a Martini glass and garnish with a grapefruit twist. Tanqueray No. Ten retails for US$33.99 per 750ml. The spirit was named Gin Brand Champion of 2022 this year. Last year, Tucci teamed up with Ago Perrone, Connaught Bar's director of mixology, to create a Martini. To watch the spot, click below.

Nick Offerman creates Lagavulin for steak

Nicola Carruthers — Thu, 13 Oct 2022 09:27:49 +0000

Diageo-owned Lagavulin and actor Nick Offerman have revealed an 11-year-old single malt matured in heavily re-charred barrels, designed to be paired with steak.

The new Lagavulin Offerman Edition: Charred Oak Cask is the third whisky to be launched as part of the Diageo-owned brand’s ongoing partnership with Parks and Recreation star Offerman, which began in 2014. It follows the launch of an 11-year-old whisky finished in Guinness beer casks in May 2021, and Lagavulin Offerman Edition Aged 11 Years in October 2019. Earlier this summer, Offerman and Lagvulin unveiled their sixth Father’s Day spot. As a fan of wood, steak and Scotch, Offerman, who is also a wood craftsman, combined these three passions to create his ‘smokiest creation yet’. The new whisky was aged in American and European oak casks that are shaved down then heavily re-charred. It is said to be the ‘perfect pairing for well-barked, medium-rare steak' with Offerman recommending a seared ribeye steak. Priced at RRP US$79.99, the single malt is available to purchase for a limited time from select US alcohol retailers, Reserve Bar and Drizly, as well as select retailers in Canada, Australia, Great Britain, China and the Netherlands. To kick off the launch, the actor and Lagavulin have revealed their latest My Tales of Whisky video, Nick Offerman’s Smokiest Adventure Yet. The video follows Offerman on a quest to bring a pairing of steak and Lagavulin to whisky lovers. It depicts the ‘epic lengths’ that Offerman will go to protect the new whisky. “Believe me, if there was any way to bring the world this exclusive batch of superlative Scotch without repeatedly defying death, I’d say sign me up. Pull me up a comfy chair,” Offerman added. “But we all know that’s not the world we’re living in. Your mission, if you have the guts to accept it, is to pair this new Offerman Edition with an exquisite steak and a mug of action. You won’t be sorry… if you survive the pleasure.” Check out Offerman in the latest My Tales of Whisky video below.

Ryan Reynolds opens Aviation distillery

Alice Brooker — Fri, 23 Sep 2022 09:51:14 +0000

Aviation American Gin has opened its distillery and visitor centre in Portland, Oregon.

Diageo is the owner of Aviation Gin after the drinks giant acquired Davos Brands in 2020, which co-owned Aviation Gin with actor Ryan Reynolds. The new 33,000-square-foot space features a tasting room, draft cocktail bar and gift shop. “About three years ago, we set out to create a one-of-a-kind distillery and tasting experience to give people the opportunity to get a look at how we make the world’s greatest spirit – Aviation American Gin, that is," Reynolds said. "We’re thrilled to announce that the Aviation American Gin Distillery is officially open for business in Portland, Oregon, and everyone (21 years and older) is welcome." As part of the experience, visitors can see Reynolds’ ‘office’, which doubles as an escape room. Plus, guests can take a look at the distillation process of Aviation Gin. Reynolds added: “If a grown-up theme park and a bartender fell in love and produced offspring, it would be this gin factory.” Industry veteran and distillery director Hollie Stephenson will oversee the distilling and bottling operations, as well as the newly constructed visitor centre and tasting room. The facility will offer educational tours of the distillation process and bottling line, as well as tasting flights and seasonal draft cocktails. “Portland, Oregon is such a vibrant city with a rich, unrivalled spirits and cocktail scene. We’re proud to be opening the Aviation American Gin Distillery in the company's hometown,” said Christina Choi, senior vice-president at Diageo. “Knowing how beloved the brand is, we’re excited to invite consumers to explore, sip and learn about how our premium, uniquely American-style gin is distilled.” The tours will be held in groups of no more than 12 visitors, and will cost US$28 per person, which will include a guided tasting. To mark the distillery opening, Reynolds has released a first-look video of the distillery. In the video, Reynolds says: “Other distillery tours keep their visitors behind glass, but at Aviation, we know that people truly learn by doing,” as he hands guests various safety apparel and puts them to work. Watch the spot below.

Aviation Gin stars in Ryan Reynolds documentary

Alice Brooker — Wed, 24 Aug 2022 10:04:12 +0000

Diageo-owned Aviation American Gin is to feature in Deadpool star Ryan Reynolds' new football documentary Welcome to Wrexham.

In 2020, Aviation Gin co-owner Reynolds and Always Sunny in Philadelphia actor Rob McElhenney bought Welsh football club Wrexham. Welcome to Wrexham is a fly-on-the-wall documentary telling the story behind the two Hollywood stars' purchase of the football club in the UK. It will be released on streaming platform Disney+ tomorrow (25 August). Aviation American Gin is the official sponsor of Wrexham Association Football Club (AFC), and will make a feature in the show. Last year, the brand unveiled its Aviation American Gin X Wrexham AFC bottling, produced to celebrate the club's takeover. The gin also features on the players' training kit. The juniper-based spirit contains citrus and floral notes, resulting in a well-balanced gin that is a 'great base for cocktails'. Diageo acquired the brand in a deal worth US$610 million in 2020. Reynolds’ wife, actor Blake Lively, is founder of Betty Buzz sparkling mixers. Lively unveiled a debut video campaign for her brand recently, which emphasised the range’s high level of carbonation. Aviation recently appointed Hollie Stephenson as distillery director at the brand’s soon-to-be-opened production plant and visitor centre in Portland, US. The distillery will include an interactive tasting room. To watch the trailer for the documentary, click below.

Captain Morgan reveals Spice On campaign

Alice Brooker — Wed, 10 Aug 2022 11:56:48 +0000

Spiced rum brand Captain Morgan has unveiled the first instalment of its Spice On campaign, voiced by British rapper Big Zuu.

The campaign has been launched to celebrate the ‘power of people being themselves’, and will run on social, digital and TV platforms. Bafta-winning presenter, musician and chef Zuhair Hassan, known professionally as Big Zuu, voices the 20-second spot. Samori Gambrah, global brand director for Captain Morgan, said: “Spice is what makes Captain Morgan delicious, and in our new global positioning we’re shifting the focus to ‘spice’ as a collective ‘you do you’ attitude. "We wanted this campaign to capture that everyone has their own ‘spice’ to bring. Big Zuu was the perfect partner to kick things off – his attitude, personality and passion for flavour exudes ‘spice’ at every turn.” In the video, groups of friends are seen bringing ‘individuality and bold tastes to life’ as they concoct drinks, including a Captain Morgan and cola ice cream float. The ad has been created by global creative agency Anomaly, and directed by Ehsan B. He said: “Captain Morgan is a brand full of spice and this ad showcases how people can add their own flavourful spin into the mix. "In the ad you’ll see we helped bring this to life by introducing a twisting camera trick to enhance the visual experience of the ‘spice on’ moment. "The brief really appealed to me – and it’s been a great experience from writing the treatment, to nailing the casting, all the way through to making sure the music bangs just right.” The campaign launches in the UK this month, before being rolled out across Europe. It will be followed by cultural activations in Northern Europe in the autumn. Lizzy True, Great Britain marketing manager for Captain Morgan, said: “The new ‘Spice On’ campaign is all about our delicious, spiced spirit drink and the ‘spice’ individuals bring when getting together with their mates. It’s been brilliant working with Ehsan and Anomaly to bring this to life, and I can’t wait for consumers to see the campaign.” In August 2021, the brand unveiled a line of ready-to-drink (RTD) tipples: Captain’s Cocktails. To watch the spot, click below.