Spirits brands look to sports, sponsorship and celebrity playbook to convert younger consumers

"Running across TV, paid social and out-of-home, it showcases a limited edition of the whisky (aged for 16 years, a reference to Leclerc's driver number) and a board game specially designed and manufactured for Leclerc; the driver is a chess nut when he's away from the track."

"Formula 1 presented the brand with an opportunity to "talk to fans in a different way," and make a virtue of the category's relegation to off-pitch spaces, according to global brand director Oyin Akiniyi. "Our strategy has always been to be additive and add value to fan experiences, to fan culture, and give them something that they can't get anywhere else," she said."

"Dubbed "SE!ZE" - another reference to the number 16 - the board game will be on show at series of pop-ups staged at Grand Prixes later this season and will eventually be made available to fans, according to Rebecca Gordon, co-founder and partner at Baby Teeth, the creative and production company behind the campaign."

"Kentucky bourbon brand Maker's Mark, meanwhile, has been working with Olympian and Los Angeles Sparks guard Kelsey Plum for a campaign boosting the brand's presence around the WNBA; Maker's Mark produced a bespoke edition of the whiskey in collaboration with Plum. "Younger audiences specifically are driving really big engagement and cultural relevance around women's sports," said Regan Clarke, U.S. vp of American Whiskey Brands at Suntory Global Spirits."

Premium blended Scotch brand Chivas Regal and Kentucky bourbon brand Maker’s Mark are using sports sponsorships and athlete collaborations to attract younger consumers. Chivas Regal sponsors Ferrari’s Formula 1 team and launched a campaign featuring driver Charles Leclerc, including a limited-edition whisky aged 16 years and a board game designed and manufactured for Leclerc. The campaign runs across TV, paid social, and out-of-home, with pop-ups at Grand Prix events and later availability for fans. Maker’s Mark partnered with Olympian and WNBA player Kelsey Plum to boost brand presence around the WNBA, producing a bespoke whiskey edition. The approach targets younger audiences and cultural relevance in sports, including women’s sports.

Read at Digiday