January 2024 saw an array of creative marketing moves from spirit brands across the globe. Brands engaged in unique campaigns, partnerships, and philanthropic activities to kickstart the year on a positive note.
Gin Bothy secured its place in the whopping $125,000 Oscars gift bag. Simultaneously, Malibu initiated a pink-themed marketing campaign to celebrate the release of the new Mean Girls film. Whiskey liqueur brand Shanky’s Whip embarked on a three-month partnership with retail giant Costco.
Rebel Bourbon, owned by Lux Row Distillers, forged its ties with Richard Childress Racing (RCR), becoming the NASCAR team’s official Bourbon. Fans will see RCR driver Kyle Busch racing the No 8 Chevrolet car decked up in Rebel Bourbon branding in the 2024 and 2025 NASCAR Cup Series seasons.
Hermit Dutch Coastal Gin announced its partnership with Aviworld, a wholesale company in Portugal. Furthermore, Hinch Distillery roped in actor James Nesbitt to promote its whiskey brands.
Malibu, a Pernod-Ricard owned rum liqueur, teamed up with the Mean Girls movie in a marketing campaign. The campaign decided to reward cinemagoers, dressed in pink, with a can of Malibu’s Strawberry Daiquiri.
Shanky’s Whip kickstarted a comprehensive instore campaign with Costco, involving activations in 28 UK branches and highlighting its newly launched 1.75-litre bottles.
Nemiroff, a Ukrainian vodka brand, entered the Indian market through a partnership with Amistad Spirits. This step aligns with its ambition to become a top-five premium vodka brand.
Johnnie Walker, owned by Diageo, launched Lunar New Year bottles of its Blue Label whisky featuring designs inspired by the zodiac animal of the year – the dragon.
Addressing the water scarcity in Southern Kenya, Ross Squibb Distillery completed a project to provide the local community with clean water.
Scottish producer Gin Bothy successfully got its gin placed in the nominee gift bags at the upcoming 96th Academy Awards.
Lastly, French company Bardinet undertook a packaging restyling for its liqueurs and syrups to portray a more contemporary look.
