Top 10 marketing moves from October 2024 - The Spirits Business

There was no shortage of creativity in the world of spirits marketing last month, with ‘iconic’ bottle redesigns to a thrilling activation in celebration of Halloween.

While one brand marked a significant milestone at its distillery last month, another opened a series of brand centres around the world that offers guests unforgettable sensorial experiences and a deep immersion into the world of rum.

Meanwhile, fans of Suits will be pleased to see the actor behind Harvey Specter became the latest famous face to join the spirits industry, and whether you’re a musical fan or not, Pernod Ricard invited consumers to jump on the broomstick bandwagon to celebrate the release of the movie Wicked with a new gravity defying cocktail kit.

Keep reading to find out what other marketing moves made their mark in October.

Flavoured Tequila brand Neurita has launched in Australia in partnership with Coles Liquor. The brand can be bought at Liquorland and First Choice Liquor stores nationwide in Australia, and through Coles Liquor’s e-commerce channels. Its naturally flavour-infused Tequilas are crafted in Casa Orendain, Mexico.

Neurita was founded by New Zealand-born Lucy Smith, who has previously lived in Australia. On bringing her brand to Australia, she said: “During lockdown, I witnessed friends and influencers in Australia creating Margaritas at home and proudly sharing their creations on social media. As life resumed, Margaritas evolved into a chic symbol of stylish nights out. I realised that the Tequila market was missing a brand crafted for women, focusing on flavour, taste and effortless elegance.”

Belfast’s Drinksology Kirker Greer Group has gained B Corp certification. The company achieved the certification with an 84.8 assessment score. Its spirits division includes brands such Ukiyo Japanese Spirits, Born Irish Whiskey, and Kadoo Rum, which all now have B Corp status. Businesses are awarded the status after they meet rigorous standards of social and environmental performance, accountability, and transparency.

Steven Pattison, CEO of Drinksology Kirker Greer, said: “It has been a major ambition for us, and it was important that every one of our companies and brands were included.” Ryan McFarland, chief commercial and strategy officer of Drinksology Kirker Greer, added: “We are taking a significant step towards creating a more sustainable and equitable future.”

Cuban rum brand Havana Club has updated the look of its Icónica Collection. The new design, described by the brand as ‘elegant’ and ‘contemporary’, celebrates Havana Club’s craftsmanship, heritage, and vibrant Cuban culture.

The Icónica Collection comprises Havana Club’s extra-aged prestige rare rums – including: Selección de Maestros; Gran Reserva Añejo 15 Años; and the brand’s pinnacle, Máximo Extra Añejo. Each bottle in the collection features a new design.

Asbel Morales, one of Havana Club’s maestros del ron Cubano, and the man behind the Icónica Collection, said: “Each bottle in the Icónica Collection encapsulates the mastery of Cuban rum-making, a legacy now recognised by Unesco as a World Intangible Heritage.”

The Absolut Group is celebrating the release of Universal Studios’ Wicked film with a number of ‘magical experiences’, including the creation of a green Martini. Wicked, which stars Cynthia Erivo and Ariana Grande, will be released in the US on 22 November.

Absolut, as the official spirits partner of the film, is offering experiences at cinemas, bars, restaurants and liquor stores, as well as a cocktail recipe kit for fans to “conjure up their own magical moments” at home. Called ‘Cocktails Straight from Oz’, the kit contains recipes with spirits from Pernod Ricard’s portfolio: Absolut Vodka, Kahlúa, Malibu, and Skrewball.

One of the recipes, named Absolut Wickedly Dirty Martini, is a green cocktail inspired by internet personality Evan Ross Katz, a Wicked enthusiast, and an Absolut partner.

Cognac brand Hennessy celebrated the 300th anniversary of the birth of its founder, Richard Hennessy, with a limited edition bottle design and packaging for its Hennessy VS Cognac. The artwork has been designed by Irish artists Conor Harrington and Al Maser.

The pair were chosen to create the label design in 2023, and travelled to Cognac to learn about the brand’s culture and heritage. Maser is known for his colourful street art and geometric abstracts, while Harrington merges classical art with street aesthetics. Both styles are featured in the design. The VS Founder’s Edition is available to buy at the Hennessy Boutique at Harrods, London, for £40 (US$52).

American actor Gabriel Macht has taken an equity stake in Bear Fight Whiskey and has also signed on as a creative partner for the brand. Macht is best known for his role as attorney Harvey Specter on TV show Suits. He joins fellow actor and Family Guy creator Seth MacFarlane as an investor in the brand.

Macht said: “I’ve been a long-time whiskey fan, so linking arms with Bear Fight and Next Century Spirits was a compelling opportunity I was eager to jump on. As a proud whiskey enthusiast, I’m excited to tap into my creativity and help define the Bear Fight brand while building a sense of connection and enjoying a few ‘New Fashioneds’ along the way.” Macht will lead the brand’s inaugural ad campaign next year, which will focus on the question: ‘What’s your Bear Fight?’.

UK gin brand Bombay Sapphire celebrated 10 years at its distillery in Laverstoke Mill, Hampshire, in October. The brand opened the distillery’s doors to the public in October 2014, and has since welcomed more than 600,000 visitors for tours, masterclasses, and events. To celebrate the anniversary, all of the brand’s products were discounted by 10% in October, and 10 customers were also randomly selected to receive a £100 distillery gift card.

Commentating on the milestone, Sam Halsall, UK sales & marketing manager for Bacardi Brand Homes, said: “Over the last decade, the distillery has transformed from a production-focused space into a vibrant visitor experience. From guided tours of Bombay Sapphire gins to hosting weddings and events, we’ve elevated every aspect of what we offer.”

Ready-to-drink (RTD) cocktail company The Drinks Bureau has entered the events and experiences space. In the lead-up to Halloween in October, the brand partnered with The Fear Scream Park in Avon Valley, England, where it served its range of RTDs, including the Espresso Martini, Spicy Martini and Passion Fruit Martini, at on-site bars.

Frankie Snobel, founder of The Drinks Bureau, said: “Our seriously tasty cocktails are the perfect partner for events – with two flexible formats to suit the space.” The Drinks Bureau said it planned to use the collaboration with The Fear Scream Park as a launchpad for future events and experience partnerships.

Rum brand Flor de Caña marked its 135th anniversary by opening the doors to its highly anticipated experience centres in Madrid, Spain; Lima, Peru; Managua, Nicaragua; and Mexico City, Mexico, each of which offers entertaining and unforgettable immersive experiences to visitors.

Each Flor de Caña Experiencia venue boasts a unique space where spirits enthusiasts can interactively learn about the brand’s history and values since 1890, its natural ageing process, its commitment to sustainability, and the various ways to enjoy this award-winning rum. Visitors can also choose from a range of distinctive experiences, from five-senses tastings of Flor de Caña’s oldest expressions – serving rum directly from the barrel where it was aged – to fun cocktail-making classes and the creation of their own blend of rum in a personalised bottle.

London’s Proofworks has partnered with SegMint by VanEck to launch a shared digital-ownership programme for spirits casks. Through the collaboration, the two technology platforms are looking to ‘revolutionise’ ownership of rare and luxury spirits.

To start the launch, Proofworks will offer a 2008 Linkwood cask (from Linkwood Distillery in Speyside) on SegMint, which will be divided into 100 ‘keys’ of ownership costing roughly £300 (with each key representing two bottles of spirit), redeemable and able to be owned by anyone until its bottling in 2026. Each bottle features exclusive artwork, is numbered, and is embedded with an NFC tag. The tag allows the owner to ‘tap’ into the bottle to verify authenticity and discover its product journey and brand story. Rob Hollands, CEO of Proofworks, said: “This exciting partnership makes ownership of luxury and rare spirits simpler and more accessible for existing and new audiences.”

Related news

Tarquin's Thirsty Thursday series returns

Kahlúa partners with Cardi B’s Whipshots

Diageo enhances tasting kits with AI