Non-sports partnerships of liquor brands

This is an overview of the non-sports partnerships of liquor brands including Grey Goose vodka, Maker’s Mark bourbon, Johnnie Walker whiskey, and Hennessy cognac. These products are all top-sellers in their category, and they have partnered with artists, actors, musicians, and corporations known for their sustainability efforts to represent these companies. These non-tequilla segments have partnered with influencers who share the same outlook on life and of their products. This includes but is not limited to being authentic, culturally diverse and celebrated by individuals who have high expectations of their liquor brands.

Key Findings:

Vodka

• Brand: Grey Goose
• Partnership 1: In 2017, the CanadianInternational artist known as The Weeknd (real name: Abel Tesfaye), signed its first partnership of this kind with Grey Goose vodka. “The Weeknd inspires others to celebrate life to the fullest by pushing boundaries anddefying cultural expectations through music.” This collaboration was made because Grey Goose aspires to be known as a vodka, which also celebrates life, and is fit fordiverse cultural celebrations.
• Partnership 2: In 2018, Film4’s Somerset House partnered with Grey Goose vodka. “Behind the Screen with Grey Goose” will offer an intimate film-themed talk that will accompany the events put on by Film4. “Those who attend this event will be treated to an experience withGrey Goose cushions and blankets. “The activation is part of the brand’s “L’AtelierGrey Goose.” The behind the scenes talk of the film process as being unique and creative, resulting in the same hallmarks of what Grey Goose celebrates in their vodka.

Bourbon

• Brand: Maker’s Mark
• Partnership 1: In 2018, “Maker’s Mark haspartnered with Scarlett Johansson for a new global campaign they’re calling “The Mark of the Maker.” The purpose of this alignment is to celebrate the “purposely inefficient” handmade crafting, which derives its characterbecause it is not machine-made. Johansson lent her voice to make a video for them with the slogan “Character isn’t made by machine.” This, in turn, influences the public that this brand takes as much time as needed to perfect its taste.
• Partnership 2: In 2019, “a new 560-panel solar array is now online in Loretto, marking a milestone in the partnership betweenKentucky Utilities Company and Maker’s Mark to produce electricity using the sun.” This partnership will allow for the making of this bourbon by solar energy; also known as a sustainability process. In turn, this will result inprofiting the environment; and maintaining the integrity of the product, as to not compromise the production of this famous label of bourbon.

Whiskey

• Brand: Johnnie Walker
• Partnership 1: In 2018, Johnnie Walker brand of Whiskey/Scotch collaborated with HBO to produce a limited-edition of whiskey known as White Walker, which was inspired by Game of Thrones. “The bottling is inspired by the “frozen north”, from where theWhite Walkers emerge in the fantasy series.” Jeff Peters, vice-president of licensing and retail believes that this brand of whiskey, along with its distinct taste, will inspire fans to watch Game of Thrones resulting in a greater turn-out.
• Partnership 2: In 2018, the “nonprofit organization ElectionDay.org a Vote.org initiative” partnered with Johnnie Walker to support its “Election Day Holiday” campaign. To encourage and celebrate voter turnout, Johnnie Walker, a brand of Norwalk, Conn.-based Diageo North America, is “partnering with nonprofit organization ElectionDay.org, a Vote.org initiative,” to support its ‘Election Day Holiday’ campaign. “This important initiative is a continuation of the Johnnie Walker Keep Walking America campaign launched in 2016, resulted in a celebration of cultural diversity in America.”

Cognac

• Brand: Hennessy
• Partnership 1: In 2019, Hennessy, the distiller of40% of all cognac sales globally partnered with the famous artist Felipe Pantone. Hennessy believes they share acommon history and approach to life. “That history ties in perfectly with Felipe Pantone’s approach to art. “I use elements from the past that look to the future,” says the artist. “The “VS” (very special) label of Hennessy Cognac resulted from this exclusive celebration of this partnership.
• Partnership 2: In 2019, Hennessy forms a partnership with aglobally renowned musical group Maluma. To celebrate Hispanic heritage month, their mantra “never stop, never settle” is in alignment with Hennessy’s core values. Maluma is known for “transcending nations and countries by staying true to themselves.” This results in the view that Hennessy is unique, uncompromised and transcends people and places.