Top 10 spirits marketing moves in May 2020

Last month’s most notable marketing campaigns included Hendrick’s Gin’s Pour it Forward initiative to help bartenders, Reyka’s run for charity and Smirnoff’s celebrity-backed social media challenge. As consumers stay at home and bars across the world remain shut due to the global coronavirus pandemic, spirits brands had to rethink their marketing strategies and turn their focus to the online channel. A number of companies pledged its support to the on-trade amid the pandemic, including Hendrick’s…

Continue Reading →

Top 10 spirits marketing moves in March 2020

Last month’s top marketing moves saw Haig Club become the ‘official whisky’ of David Beckham‐backed football team Inter Miami CF, while mixer brands Double Dutch and Fentimans unveiled female-focused initiatives. Last month, Jameson Irish whiskey celebrated St Patrick’s Day (17 March) with a trek to the “world’s most remote pub”, while tonic water producer Fentimans marked International Women’s Day (8 March) with the launch of its new female-inspired campaign. In sporting news, Peaky Blinder Irish…

Continue Reading →

William Grant defends ‘fair purchase’ of Sailor Jerry

Scottish drinks group William Grant & Sons has stressed that its purchase of Sailor Jerry rum was “made in good faith” as it faces a lawsuit from the family of the tattooist who inspired the brand. The spiced rum pays homage to Norman Keith ‘Sailor Jerry’ Collins, a former naval officer who later became a well-known tattoo artist with a unique and distinctive style. Collins, who died in 1973, ran a tattoo shop in Honolulu,…

Continue Reading →

Sailor Jerry expands range for first time with Savage Apple

William Grant & Sons-owned spiced rum brand Sailor Jerry has launched its first line extension, called Savage Apple. Bottled at 40% abv, Sailor Jerry Savage Apple marks the first line extension from the brand since it launched 19 years ago. The apple-flavoured spiced rum has notes of vanilla, cinnamon and apple. “Savage Apple is an amazing addition to the Sailor Jerry story,” said Anthony Bohlinger, Sailor Jerry brand ambassador. “This is the first new product we’ve ever released, and it is…

Continue Reading →

Sailor Jerry pledges support for US military veterans

William Grant & Sons-owned spiced rum brand Sailor Jerry has partnered with marketing firm Anchor Media to donate US$100,000 to support US military veterans. Sailor Jerry and Anchor Media will donate the money to the United Service Organizations (USO), which works with programmes that support service men and women throughout their time in the military and as they adapt to civilian life after serving. Ashley Thomas, Sailor Jerry Spiced Rum brand ambassador, said: “It’s an…

Continue Reading →