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Top 10 spirits marketing moves in April 2020

A number of spirits brands, including Reyka Vodka and Kraken rum, unveiled light-hearted marketing campaigns last month, while Jameson launched an online educational platform for bartenders.

Game of Thrones star Iwan Rheon narrated the third episode of Krakenory

The last few months have been a challenging time for the drinks industry as the world tackles the Covid-19 crisis.

That hasn’t stopped spirits brands from changing their marketing tacts and unveiling new initiatives to support the hospitality sector, while also entertaining consumers at home.

From Reyka Vodka’s Beard of the Week campaign to Slingsby gin’s digital cocktail masterclasses, there were a number of brands upping their game when it comes to attracting the attention of drinkers during the pandemic.

Over the following pages, we name our pick of the top marketing initiatives launched in April 2020.

Reyka’s Beard of the Week

William Grant & Sons‐owned Reyka Vodka launched its Beard of the Week campaign in a bid to encourage people to grow their beards and “embrace their new looks”.

Each week, the Icelandic vodka brand will announce a beard theme, such as ‘Viking beards’ or ‘craziest beards’. Fans can enter by posting a photo of their beard on Instagram, tagging the brand and using the hashtag #ReykaBeard. Weekly prizes and the title of Beard of the Week are up for grabs.

For every hashtag used, Reyka Vodka will donate US$5 to William Grant & Sons’ Stand Fast Campaign, a multi‐pronged relief effort to support the on‐trade community during the pandemic.

Krakenory

Actor Iwan Rheon, best known for his portrayal of Ramsay Bolton in Game of Thrones, became the third celebrity to host an episode of Kraken Black Spiced Rum’s online series, Krakenory.

Rheon read select passages from A Descent into the Maelström by Edgar Allan Poe and 20,000 Leagues Under the Sea by Jules Verne last month on Kraken’s Instagram and Facebook pages.

Previous episodes have been narrated by Hollywood actor Mark Strong and singer Carl Barât of The Libertines.

Rheon said: “We’re living in a very claustrophobic and unsettling time and we need a distraction. When you’re not watching tiger‐based TV or baking banana bread, I’d suggest checking out Krakenory.”

Kraken Rum will release new episodes of Krakenory every Friday at 12pm BST.

Jägermeister’s Save the Night

Herbal liqueur producer Mast‐Jägermeister has launched its Save the Night global campaign to help the on‐trade during the Covid‐19 pandemic.

Mast‐Jägermeister has created a series of online entertainment events designed to generate additional income opportunities or micro‐funding for those who need help.

Save the Night, which can be followed online using the hashtag #SaveTheNight, will comprise online projects, such as Meister Drop Ins.

Jägermeister will be creating income opportunities for ‘meisters’, such as DJs, mixologists and creative performers, allowing consumers to book them for virtual parties on Skype, Zoom or House Party. Users can then tip ‘meisters’ via Pay Pal.

Tovaritch’s face shield

Tovaritch! has unveiled a new point of sale (POS) to help its employees and partners work safely during the covid‐19 pandemic – the T! face shield.

The T! face shield is produced in Switzerland according to local standards. The brand aims to help its partners, including wholesalers, bartenders, off‐trade and on‐trade customers, protect themselves against Covid‐19.

Eugenio Litta Modignani, CEO of Tovaritch Spirits International, said: “Focusing on the safety of our representatives is one of the key goals of our company. Businesses should be able to soon reopen their doors but should only do so safely. We are delighted to make available those face shields to the Tovaritch global network of distributors to help them prepare for the future.

“Working in our industry with a mask is not that practical, but with the T! face shield, we offer a safe and practical alternative or addition.”

Bombay Sapphire gets creative

Creativity Day on 21 April, Bombay Sapphire gin launched its Creativity Text Message Hotline to offer consumers tips on how to be inventive in the comfort of their homes.

Bacardi‐owned Bombay Sapphire partnered with Jessica Walsh, founder of New York City‐based creative agency &Walsh, on the free service.

On 21 April, consumers could text ‘create from home’ to a number between 3pm‐7pm EST for live and direct access to Walsh and Bombay Sapphire brand ambassador Ryan Wainwright (pictured), who offered personalised cocktail tips.

Bombay Sapphire said some of the most popular questions asked included easy‐to‐make cocktails with ingredients available at home, aesthetic serves for virtual happy hours and general tips for staying motivated during lockdown.

Slingsby Sofa Session

English brand Slingsby Gin hosted its third Slingby Sofa Session last month, which featured a digital cocktail masterclass.

The brand’s in‐house mixologist hosted live 30‐minute cocktail demos on Instagram and Facebook. The masterclass taught consumers how to make a Gin Mule and the Slingsby Breakfast Martini.

A complete recipe list was made available before the workshop so gin fans could have the ingredients and equipment ready.

The third session followed a gin masterclass, which looked into the history of gin and how to make the perfect G&T, and a gin quiz. The live quiz on Facebook and Instagram lasted 40 minutes and tested consumers’ gin and cocktail knowledge.

Additional Slingsby Sofa Sessions will be held in the future.

Angostura House Lock Down

Rum and bitters producer Angostura launched its House Lock Down social media campaign to offer moral support to the global bar community.

House of Angostura partnered with distributor Artisan Spirits and its global brand ambassador network to launch the initiative, which airs on Instagram at 5pm CET Monday to Friday.

Hosted by Angostura global brand ambassador Daniyel Jones, the series will offer positive thinking tips, fitness techniques and guest appearances.

During the Sip n’ Chill segment of each episode, guests will share their bartending experiences, favourite drinks and will answer questions submitted via Instagram Live.

Jameson Hosts

Irish whiskey brand Jameson has launched a new online platform to support and educate bartenders during the pandemic.

The new Jameson Hosts trade engagement platform provides a space for members of the global bar industry to receive wellbeing support, enhance their technical knowledge and collaborate from their own homes through video content.

Jameson will offer financial rewards to those creating videos for the platform.

Jameson’s Midleton Distillery will also hold a three‐day festival in late 2020 or early 2021.

Rabbit Hole’s #2DreamInside

Rabbit Hole has kicked off its #2DreamInside initiative by donating US$50,000 to help bartenders during the Covid‐19 crisis in partnership with the Tales of the Cocktail (TOTC) Foundation.

The long‐term partnership will help provide immediate financial relief to the bartenders.

Pernod Ricard‐backed Rabbit Hole will also give an additional US$2 for every social media post that shares the #2DreamInside hashtag, committing up to an extra US$150,000 to support on‐trade workers through the foundation’s initiatives.

The campaign encourages people to “reflect on how their lives can look in better days ahead and help others in the process”. Proceeds from the #2DreamInside campaign will be used to help fund TOTC Foundation’s health and wellness workshops.

“Uplifting” content will be developed to connect bartenders and drinks enthusiasts while social distancing.

JJ Corry’s Lock In whiskey

Irish whiskey bonder JJ Corry is offering fans the chance to have their say on what goes into the company’s next blend, which will be called The Lock In.

The crowd‐sourced blend will be made as part of JJ Corry’s new online Crowd Sourced Blending initiative.

Members of the public can sign up to the JJ Corry Irish whiskey mailing list online at jjcorry.com for more details on how to apply to be part of the process.

Successful applicants will be sent samples of proposed blends to vote for.

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