Top 10 spirits marketing moves in January 2021

Some of the biggest marketing initiatives from the start of 2021 included a virtual gig series from Jameson, Jim Beam’s Highball push and Seedlip’s sustainability platform. January 2021 saw spirits brands continue to reveal their latest marketing efforts, including new sponsorship deals from Scotch producers Loch Lomond and Glen Scotia. Meanwhile, alcohol-free ‘spirit’ Seedlip unveiled its new We Are Nature platform as the brand seeks to meet a number of environmental goals. Irish whiskey brand…

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Low- and no-alcohol producers must not ‘cut corners’

The expansion of the low- and no-alcohol category has drawn great attention from consumers and trade alike. But who’s jumping on the bandwagon and who’s the genuine article? *This feature was originally published in the February 2020 issue of The Spirits Business The UK is at the centre of an explosion of low‐ and no‐alcohol spirits brands. First‐footer Seedlip has progressed from innovator to incubator brand at Distill Ventures and on to majority ownership by…

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Seedlip and tonic RTD cans launch in UK

Non-alcoholic ‘spirit’ Seedlip has launched a trio of ready-to-drink (RTD) cans that combine the brand’s three variants with tonic water. Released at the beginning of the year, the Seedlip and tonic cans are said to offer a “convenient ready-to-drink option for alcohol-free choices”. The range consists of Seedlip Grove 42 with Lemongrass Tonic, Seedlip Spice 94 with Grapefruit Tonic, and Seedlip Garden 108 with Cucumber Tonic. The first variant is described as a “citrus blend…

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Top 10 spirits marketing moves in January 2020

A number of brands unveiled marketing activations during Dry January, including no- and low-ABV ‘spirits’ Seedlip and Atopia, while the winner of the Talisker Whisky Atlantic Challenge was revealed. The start of 2020 was a busy period for spirits brands with Diageo, William Grant & Sons and Zamora Company launching new marketing initiatives. With drinkers lowering their intake for Dry January, it was no surprise that health and wellbeing dominated activations and campaigns from spirits…

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Diageo eyes ‘real growth opportunity’ in no-ABV sector

After taking a controlling stake in non-alcoholic ‘spirit’ brand Seedlip, Diageo said it sees a “real growth opportunity” for the group and will continue investing in the alcohol-free category.  UK drinks giant Diageo increased its shareholding in booze-free Seedlip to a majority stake in August 2019. At the time, the group said it “will be a global drinks giant of the future”. The acquisition marked Diageo’s entry into the non-alcoholic ‘spirits’ category. The Johnnie Walker maker…

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