February is not only the month of love, but it also turns out to be a powerful month for spirits brands and their marketing efforts.
From a ruckus in the Atlantic to a TV debut and a slew of partnerships, variety seemed to be a key theme in February's marketing efforts.
Tequila brand Cascabel celebrates margaritas with a campaign, vodka brand Luers is now available in Poland at 150 trade venues nationwide, and Tromba Tequila successfully features on the cocktail menu of a London bar .
Scroll down to see the rest of February's top 10 marketing activities.
And if you want to see what spirits brands have been up to over the past few months, check out our roundup of December and January marketing trends.
Irish whiskey liqueur Shanky's Whip has stepped up its marketing strategy and made its first foray into television with an advertising campaign encouraging viewers to 'Try It'.
The ad is split into three clips and depicts the company's main characters, jockey Shanky and Ostrich, bringing the brand's backstory to life.
Elwyn Gladstone, founder of Shanky's Whip, said: Our key markets are the US and South Africa, so we will support this with original and fun TV advertising, which we hope will increase awareness around St. Patrick's Day. ”
In one of February's standout marketing moves, tequila brand Kazukabel partnered with around 400 venues across the UK to celebrate the margarita cocktail.
The month-long celebration, which the brand dubbed “Margarita Month,” featured master classes, a limited-edition menu, and a Mexican-style bingo game from La Lotería. The bars involved include Pixel Bar and Lane7 in Manchester, Arta and Delmonicas in Glasgow, Cargo Cantina in Bristol, Taquero in Nottingham, as well as Sabine, Tacos and Tequila, Mestizo Chelsea, Mestizo Euston and Cheeky Chicos in London. .
Nate Sobey, Global Brand Ambassador for Kazukabel, said: “Our month-long campaign is a great opportunity to showcase the diversity of Kazukabel's products. We're thrilled that margarita lovers can try our tequila, no matter their preference. Masu.”
Italian producer Altamura Distillery has brought its flagship vodka to India through a partnership with Amistad Spirits.
The vodka was launched at an event at New Delhi bar Sidecar hosted by bartender Salvatore Calabrese. The event featured Calabrese leading an afternoon masterclass and an evening bar takeover where guests could sample the company's signature cocktail, the Altamura Martini.
Amistad Spirits will debut the vodka in North India, covering Delhi, Haryana, Uttar Pradesh and Rajasthan. The company plans to expand its coverage to Maharashtra, Karnataka, Goa, Punjab, Chandigarh, Madhya Pradesh, Jammu and Kashmir by the end of the first fiscal quarter of 2024.
US brand Latin Gin has further expanded its footprint in Europe by landing in the Czech Republic through a partnership with distributor Dios Premium Brands.
The brand is already sold in the US, UK, Spain and the Caribbean, and last year launched an e-commerce store serving major European markets including Germany, the Netherlands, Belgium, Austria, France and Italy. Ta.
Pavel Grabovskiy, Director of Dios Premium Brands, said: “We are proud to introduce Latin Gin to our discerning customers in the Czech Republic. Latin Gin’s unique flavor profile and elegant packaging perfectly complement our portfolio of premium spirits, offering our customers an unrivaled We offer a unique gin experience.”
Team Mermaid Atlantic has successfully completed the world's toughest leg, the 3,000 nautical mile Atlantic crossing.
The team, made up of Xavier Baker, co-founder of Isle of Wight Distillery, Chris Mannion, owner of isurf, and Paul Berry, a coast worker and firefighter from Ventnor, Isle of Wight, spent 43 days I was at sea. Time and 58 minutes to cross the finish line at English Harbor in Antigua.
The riot raised £15,500 (US$19,538) for three marine charities tackling ocean pollution. Isle of Wight Distillery produces Mermaid Gin and he was one of the competition's sponsors.
Mr Baker said: “The funds raised will go to three fantastic charities, helping to protect and conserve the seas and wildlife around the UK coast.”
Tequila brand El Tequileño has entered the Netherlands after signing distribution agreements with Charter Brands and Craft Spirits Company.
Charter Brands has previously supported brand launches in the Dominican Republic and Turkey. Charter Brands aims to launch tequila in more than 30 export markets this year.
Arkaiz Jimenez Amesti, Sales Director, Charter Brands, said: “I am proud to witness the team's commitment to expanding El Tequileño's global presence.
“With the addition of the Netherlands, we have established a strong presence around the world, especially in Europe. Craft Spirits Company's dedication aligns with our values, and together we I’m excited about the future.”
Dutch vodka brand Louers has increased its presence in Europe with the launch in Poland. The brand will be sold in more than 150 venues in the country's trade trade, including Warsaw's leading nightclub Level 27.
Louers founder Willem Louwers said: “This listing gives Louers a head start in the Polish market. We value our new partnership.
“The ambition has always been to build a strong brand in one of Europe's largest vodka markets. Once our vodka is established in markets such as Poland, it will be our starting point in expanding into North America and Asia. will become even more powerful.”
In the past year, Luers also gained access to Slovenia, Serbia, Croatia, Estonia, Romania, Finland, and Denmark.
Wine and spirits retailer Friarwood has found a place for Tromba Tequila on a new Prohibition-era menu at London cocktail bar Do Not Disturb (DND).
Tequila will appear in City Bar's Swanky cocktails for the remainder of the year, designed by DND bar manager Ciro Coticelli.
Nelson Bernardes, Spirits Portfolio Brand Manager at Friarwood, said: “We are thrilled to partner with Vintley & Mercer's DND.Swanky pays homage to the rich history of cocktail culture while bringing together the artistry of modern mixology. This is a cocktail that embodies this.”
Friarwood launched Tequila Tromba in the UK in November and recently added the brand's coffee liqueur Cafeto and its sedano expression to its spirits portfolio.
Released by Closures producer Vinolok. 2022 Corporate Sustainability Reporthighlighting progress towards environmental, social and governance goals.
The company saved 72% of its heating energy in 2019 and took steps to save an additional 25% in 2022, according to the report. The company hopes to reduce heating energy consumption by 80% by 2030.
The company also completed a closed-loop cooling water system to minimize water consumption in the glass melting process and installed a nanowasher to reduce cleaning solvent consumption by 23%.
CEO Aleš Urbanek said: “As we look to the future, we recognize that our commitment to social responsibility, sustainability, product quality and diversity is an ongoing process. We will set new standards, push boundaries and find new ways to contribute to a better world.”
Ready-to-serve cocktail brand Myatt's Fields has renewed its partnership with London-based coffee roaster Monmouth.
Monmouth Hand Pulled Espresso is a key ingredient in Myatt's Espresso Martini, blended with vodka and coffee liqueur. Additionally, Myatt's uses Monmouth in its bottled espresso daiquiris.
Clemency Penn, co-founder of Myatt Fields Cocktails, said, “When Dick Bradsell created the espresso martini, he didn't use cold brew, he certainly didn't use a filter, he brewed espresso by hand. I used it.''
“We know we're dealing with one of the most well-known pieces of modern classics, and it has to be right. Monmouth, with its legendary coffee, because ingredients are everything. It has always been a dream choice of ours to partner with you, and we are very excited to renew for another year.”
