Top 10 spirits marketing moves in April 2021

From Johnnie Walker and Beam Suntory’s sustainability pledges to Grey Goose’s botanical-inspired film, we look back at some of the best marketing campaigns from April. Spirits brands ramped up their sustainability efforts last month, including Diageo’s Johnnie Walker and Beam Suntory, which both unveiled new green initiatives. Smirnoff vodka teamed up with a comedian to offer thousands of prizes to US drinkers, while Grey Goose unveiled its biggest marketing campaign to date with a new…

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Bacardi appoints Kerry Carr to global leadership team

Independent company Bacardi has promoted Kerry Carr to its global leadership team to spearhead performance and revenue growth management worldwide. Carr currently acts as senior vice president global performance management at Bacardi. Her responsibilities will be extended to include revenue growth management and Bacardi enterprise services, in addition to her existing responsibilities of strategic projects, global reporting and metrics to drive business performance. She will report to Bacardi executive vice president and chief financial officer…

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How gin brands are preparing for the return of GTR

As certain countries regain control over Covid-19, the global travel retail sector is examining how it can attract travellers when they start flying again. The Spirits Business explores how gin producers are preparing for the channel’s revival. Gone are the days when only established brands dominated shelf space in airports, on airline trolleys and cruise ships. Today, there is a great deal of choice for shoppers in travel retail, making it a hugely competitive sector…

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How low-and-no brands could reshape the alcohol sector

Despite fears drinkers would hit the hard stuff at the start of lockdown, many switched to low- and no-alcohol serves for health and wellness purposes. The Spirits Business looks at how this burgeoning sector has welcomed them. Health has become big business. According to latest estimates, the value of the global wellness industry sits at an almost unfathomable US$4.5 trillion. The nascent low‐ and no‐alcohol category may be small, but it makes up a growing…

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Bacardi names new global malts ambassador

Bermuda-based Bacardi has appointed Matthew Cordiner as global malts ambassador for the company’s portfolio of single malt Scotch whiskies. Speyside local Cordiner will represent Bacardi’s single malt brands: Aberfeldy, Aultmore, Craigellachie, The Deveron and Royal Brackla. With more than 12 years’ experience in the whisky sector, Cordiner started his career in the industry as a tour guide for Glenlivet distillery, and subsequently joined Chivas Brothers’ graduate programme. After completing his studies, Cordiner spent the next…

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