Marketing watch: new products derived from spirits, launch of visual campaigns this month


Whether it’s connecting with loved ones around the dinner table or slipping into something stylish (and comfortable), spirits brands are pulling out all the stops to attract consumers as the season of winter vacation is starting to kick in. In this roundup, we’re highlighting a handful of notable new campaigns and activations, including limited edition products from Glenfiddich and Mount Gay Rum.

Hpnotiq

Blue liqueurs are no more iconic than Hpnotiq, the blend of fruit juice, cognac and French vodka that has become a staple of nightlife and hip-hop culture since its debut in 1991. To celebrate its 20th anniversary anniversary, the brand has launched a series of special content – which will range from comedy sketches to “tips for emerging artists” – which features artists like T-Pain, Guapdad 4000, Beans and Meliil, as well as media personality Fatboy SSE.

Remy Martin

Remy Martin’s latest campaign focuses on Latin culture and the tradition of ‘sobremesa’, or quality time with friends and family around a table after a big meal. Stephen “Chef Papi” Rodriguez (creator of “Dominican Pizza”) and Chef Diana Dávila (executive chef and owner of famous Chicago restaurant Mi Tocaya) will be the public faces of the campaign and lead “intimate and organized events” at New York and Chicago.

Glenfiddich

As the world adjusts to post-pandemic life, Glenfiddich is eager to make some changes to the accepted order. Example: The single malt scotch whiskey maker is launching a new collaboration with designers Waraire Boswell (Waraire Boswell Brand) and Jack Carlson (Rowing Blazers) to reinvent the traditional male work set – a combination of power and a briefcase – like ” The New Standard ”- a line of luxury co-branded tracksuits, bank bags and embroidered badges. All profits from sales of Boswell’s tracksuit (available now) and bag and Carlson’s banker badges (arriving November 15) will be donated to GoFundMe Basic Necessites and Justice & Equality Causes, as well as GoFundMe.org Small Business Relief Fund, which is focused on “raising and funding those who focus on entrepreneurial activities and offer alternative perspectives on what it means to be rich ”.

Espolòn

To celebrate El Dia de Los Muertos (“Day of the Dead” in Mexico), Espolòn Tequila collaborated with three inspiring personalities of Mexican origin: skateboarder, actor and recording artist Paul Rodriguez; Los Angeles-based photographer Estevan Oriol; and R&B artist Girl Ultra – on a visual campaign that showcases their personal take on the holidays. The campaign will run on digital, social and streaming media platforms, such as Hulu and Spotify.

Mount Gay

Promoting sustainable environmental practices has been a key goal for Mount Gay Rum of Barbados, and now those efforts extend to a special collaboration with Sea Bags, a Maine-based company that turns recycled sail fabric into luggage and accessories. The Mount Gay x Sea Bags Ocean Currents collection, launching November 3, includes two items – a tote bag and a drink bucket – made from 100% recycled sails. For each product purchased, Mount Gay will make a contribution to the 4ocean Pound + program; each tote bag sale funds the disposal of two pounds of ocean and coastal litter, while each beverage bucket funds the disposal of one pound of litter. Actor and environmentalist Adrian Grenier will be the face of the campaign.


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