Top 10 spirits marketing moves in September 2020

Last month’s most notable marketing campaigns included a new art-themed competition from Italian aperitivo Italicus, and time-inspired initiatives from Scotch whisky brands Bowmore and Glengoyne. In September, a number of brands debuted their latest marketing efforts including Scotch whisky producers Bowmore and Glengoyne, which were both inspired by their link to time. Meanwhile, William Grant & Sons debuted playful campaigns for its Fistful of Bourbon and Monkey Shoulder brands. Fistful of Bourbon made fun of…

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William Grant to host #StandFast Charity Auction

Glenfiddich owner William Grant & Sons will host an online auction featuring more than 300 lots to raise money for two charities, The Drinks Trust and The Ben in Scotland. The #StandFast Charity Auction will take place online via Whisky.Auction from 19-28 July, and will be hosted by William Grant & Sons’ brands, including Hendrick’s Gin, Glenfiddich, The Balvenie, Monkey Shoulder, Sailor Jerry, Tullamore Dew, Drambuie, Reyka Vodka and more. Items set to be auctioned…

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The week in pictures

Bacardi headed to Colorado this week for this year’s Seven Peaks Music Festival, where the brand helped festivalgoers relax and “enjoy a taste of the Caribbean”. Bacardi opened its Bacardi Bay activation, which brought comfortable seating, charging stations, “heartland-inspired Instagramable moments” and cocktails to the country music festival. At the Bacardi Bay, drinkers could enjoy the Peaks Punch, made with Bacardi Lime, watermelon liqueur and lime juice; and the Lemon Squeeze, which combined Bacardi Superior…

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Monkey Shoulder names first ambassador for Scotland

William Grant & Sons has recruited bartender Jody Buchan as the first Monkey Shoulder brand ambassador for Scotland and the north. Buchan, who co-owns bar Kin in Edinburgh, will work alongside UK Monkey Shoulder brand ambassador John Wayte to spread the Scotch whisky’s ‘made for mixing’ ethos among the on-trade, retailers, press and consumers. Ieuan Morgan, Monkey Shoulder UK brand manager, said: “Team Monkey is pleased to welcome another talented brand ambassador to the fold.…

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William Grant’s Kinsman: ‘We need blended Scotch to be relevant’

William Grant & Sons may have the best-selling single malt Scotch in the world and the third-biggest blend, but everything it does comes from its independent spirit, exemplified in the work of master blender Brian Kinsman. *This feature was originally published in the September 2018 issue of The Spirits Business Off the coast of Girvan, across the waters of the Firth of Clyde, sits the famous island of Ailsa Craig. The Scottish sun is making…

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