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From Absolut vodka and Heinz’s pasta sauce to Hennessy’s first pair of restricted edition trainers, we’ve rounded up the most interesting spirits promoting measures from March.

Heinz Absolut vodka marketing
Heinz and Absolut made a vodka tomato pasta sauce in March

Campaign reboots, confined edition bottlings and pairs of trainers had been amid the promoting highlights we came throughout past month.

Pernod Ricard-owned Absolut vodka turned heads with it’s most up-to-date innovation – a pasta sauce – whilst Cognac brand Larsen adorned a fantastically eccentric bottling with 24-carat gold.

Scroll on for the 10 stand-out marketing and advertising moves in March.

For February’s best 10 advertising moves, click on listed here.

Agiator marketing

Distributor Charter Brand names has additional single malt whisky Agitator to its portfolio in the hope of looking at it grow to be a “global player” in multiple marketplaces.

The Swedish brand name, which launched in 2021, is the initially whisky in Constitution Brands’ portfolio.

Matt Ashton-Melia, running director at Constitution Brands, stated: “The international appreciation for Swedish spirits, coupled with the new environment whisky group attaining big traction, tends to make Agitator a important get with tremendous prospective.”

Petra Caspolin, advertising director at Agitator, stated: “The passion and determination shown to us by the Constitution Manufacturers staff, jointly with their intensive network of importers in a variety of markets and their observe record of successful model introductions throughout the world, presents us assurance that they are a excellent match.”


Cognac manufacturer Larsen has partnered with Chinese artist Chuan Jia to mark its 70th anniversary, and has designed a constrained version expression decorated with 24-carat gold.

The bottle is a redesign of the brand’s Viking-ship-shaped bottle, known as Boundless Harmony, 1st introduced in 1952. It signifies the Nordic heritage of Drakkar’s founder, Jens Reidar Larsen.

“While collaborating with Larsen, my inspiration was to build a simple and dynamic artwork to mirror the brand’s revolutionary character,” Jia spelled out. “The special condition of the bottle ignited visions of an at any time-transforming ocean and an at any time-flowing universe. I applied abstract styles depicting swimmers, sea creatures and components tied to the pleasure of Cognac, this sort of as glasses and barrels, to embody the harmonious movement and exchanges involving the sea and the sky.”

Only 300 bottles of the constrained edition style have been made.

Langley's Gin

Gin brand Langley’s has been named the official drinks companion of the 93% Club, a British isles-primarily based community for condition-educated learners.

The 93% Club is a members’ club established in 2016 to “rival some of the most unique and high-priced educational institutions in the country”. It seeks to “dismantle course inequality” in Britain.

Matt Ashton-Melia, owner of Langley’s Gin, said: “Our partnership with the 93% Club is one more stage in our mission to make Langley’s the most responsible still available gin brand name in the sector.

“Having now been a 1% for the World member because 2021, and not long ago recognised as a licensed B Corp, we have been bold in our strategies to collaborate with and be actively involved with leads to that strike a chord with our values. Accessibility is not ‘nice to have’ in our check out – it sits at the centre of our eyesight.”


Diageo has teamed up with scientists from Scottish university Heriot-Watt to look into how whisky derives its flavour from cask maturation.

In the a few-yr Knowledge Transfer Partnership, the workforce will determine out how to use analytical techniques to check out the chemistry of whisky-barrel maturation. This will direct to the development of a information-science platform that will “demystify” maturation.

Matthew Crow, analysis partnerships supervisor with Diageo’s world wide complex crew, said: “This challenge will produce a new machine-studying instrument, backed by substantial quantities of data, that will make guaranteed the appropriate barrels are made use of for the appropriate sum of time to deliver the suitable flavour characteristics in a presented whisky.”

The story also produced it into SB‘s most-read content articles round-up for March.

Cognac brand name Rémy Martin has unveiled the ultimate instalment of its Mixtape Quantity 3 marketing campaign, including the release of a constrained edition bottling showcasing augmented truth (AR) engineering.

The promoting marketing campaign intends to share the legacy of music and Cognac, and contains a trilogy of releases. The third and ultimate instalment of the campaign incorporates the debut of the Rémy Martin VSOP Mixtape Quantity 3 Restricted Version. The Cognac offers a “vintage vibe”, and functions a revived “iconic” label and a top quality present box impressed by 1980s and 1990s mixtapes.

Additionally, in celebration of the featured DJs, Rémy Martin will unveil the Mixtape Avenue Art Museum, a travelling exhibit spotlighting all eight legendary DJs in 5 key cities in the course of the Uk.

Heinz Absolut vodka

Yet another one particular to make the list of March’s most-study stories, Pernod Ricard-owned Absolut vodka collaborated with foodstuff firm Heinz to develop a tomato-vodka pasta sauce.

The two manufacturers were motivated to team up to generate the pasta sauce next vodka pasta recipes gaining traction on social media. When vodka is added to a pasta sauce, it is reported to intensify the ‘rich and creamy tomato, basil and cheese’ sauce. When cooked, the vodka is lessened, which boosts the flavour compounds in the tomatoes.

Leanne Banking companies, advertising director at Pernod Ricard United kingdom, said: “It’s only natural that we’d husband or wife with Heinz on this best collaboration concerning two iconic makes. Absolut was born to mix, no matter if which is in delicious drinks or entertaining food items combos, and Heinz x Absolut Tomato Vodka Pasta Sauce is a match produced in heaven.

“Now fans of our brand can appreciate Absolut in an entirely new and innovative way, pasta alla vodka design and style.”

Mixer producer Double Dutch has introduced the 3rd edition of its Female Bartending Scholarship Programme to support ladies in the beverages industry progress.

Double Dutch unveiled the newest instalment of its scholarship programme on International Women’s Day in March. The plan was designed in 2020 to enable lessen disparities of ladies in senior positions and curb inequalities in just the hospitality sector.

Raissa de Haas, co-founder and co-CEO of Double Dutch, reported: “The hospitality sector is particularly challenging for ladies, as they are so underrepresented in senior and management positions.

“A big component of the Female Bartending Scholarship Programme is assisting girls to development more.”

Cognac model Hennessy teamed up with vogue designer Kim Jones to launch a collectible selection, such as a £25,000 (US$30,288) decanter.

The British designer and LVMH-owned brand name have collaborated to generate the Hennessy XO x Kim Jones selection, which contains a Hennessy XO Masterpiece decanter, built by Jones a constrained edition Hennessy XO bottle and the brand’s to start with pair of constrained edition trainers – the HNY Low by Kim Jones.

“We are thrilled to embark on a new odyssey, blending Cognac-earning and couture with Kim Jones, a artistic master of our time,” claimed Laurent Boillot, Hennessy CEO.

“Inspired by the emblematic character of Hennessy XO, Kim has made a resolutely modern day selection that is destined to make an impact on culture today and in the foreseeable future.”

Only 200 Masterpiece decanters have been produced.


Scottish distillery InchDairnie has teamed up with luxurious biking professional LeBlanq to develop into its world-wide whisky partner.

The cycling professional delivers friends weekends away, comprising luxurious eating, drinking and the option to bike journey along with acclaimed pro cyclists. InchDairnie’s partnership will see its inaugural release, RyeLaw, shared with LeBlanq visitors about the upcoming two several years.

InchDairnie Distillery running director Ian Palmer said: “The story powering the time, energy and precision engineering we have set into creating every treasured drop of InchDairnie whisky is the sort LeBlanq’s attendees are certain to love. The pursuit of interesting and refined flavours is what drives us day to day, and this parallel with the cooks of LeBlanq makes this partnership a organic position for us to be.”

Waterford marketing

Irish whiskey producer Waterford has teamed up with French artist Nathanaël Koffi to produce its hottest flagship Cuvée bottling.

The new whiskey, named Koffi, will be produced in the autumn. The 27-12 months-old artist has made a label that demonstrates Waterford’s ‘unique output methodology’ – which includes terroir-driven distillations, organics, and lengthy fermentations. The present-day, vibrant visuals are said to mirror the colours of Eire, terroir, barley, heritage and greenery.

Koffi explained: “Through layering colors and styles, I have aimed to capture the multi-dimensional and intricate natural flavours of this greatest Waterford Whisky cuvée. It harnesses anything I adore about Waterford Distillery and its whiskeys: overall body, texture, and avant-garde methodologies.”