Though the campaign is timed to launch for the traditional margarita summer season, the brand noted that the drink has become a year-round enjoyment for many consumers. With the explosion in popularity, there are more choices for which spirits to put in the drink; there are 30% more tequilas on the shelf than three years ago, according to the country. 

The campaign shows that those choices are not the ones that matter, as Cointreau is the key ingredient to make a margarita “MargaRight.”

“At Cointreau, we do believe that making the perfect Margarita should be simple,” said Nicolas Beckers, President and CEO at Rémy Cointreau Americas, in a statement. “With Aubrey Plaza and Any Tequila, we’re bringing that message to life in a way that’s both memorable and unmistakably MargaRight—reminding everyone that Cointreau is, and always has been, the essential ingredient in the Margarita.”
Plaza has appeared in Cointreau’s advertisements for several years, including in 2023, when she appeared in a campaign with Toby Ceccini, inventor of the Cosmopolitan drink, to highlight Cointreau as an ingredient.

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“This new $300 million investment in our manufacturing facilities across the U.S. is the latest example of Anheuser-Busch’s commitment to strengthening our local communities by creating and sustaining jobs and driving economic prosperity,” said Anheuser-Busch CEO Brendan Whitworth, in a statement.  “Investing in our people and in new technologies and capabilities to drive industry and economic growth is core to who we are.”

The company’s $300 million commitment includes expanding its Technical Experience Center training model beyond its St. Louis headquarters, beginning with a new facility in Columbus, Ohio, and creating a new digital credentialing system to support veterans who wish to pursue manufacturing careers.

The new ad highlights these commitments with hero shots of its facilities and workforce and a voiceover that speaks to the company’s commitment ot building “American careers” since 1857. That history, the ad suggests, means “more boots on the ground, more roots (in more communities), more ideas that hum.” It also means “more promising starts, and more missions for those who served, more ‘Made in the USA.’”

The investment and the commercial come at a pivotal time for the country, as macroeconomic focus has been on a range of tariffs on imported goods from all over the world, including beer and spirits. Indeed, Anheuser-Busch’s release featured a quote from current U.S. Secretary of Labor Lori Chavez-DeRemer, saying the company’s investment demonstrated “exactly what it means to put American workers first, setting a standard for other companies to follow.” 

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The Diageo Scotch Whisky brand has tapped French couture fashion designer Olivier Rousteing to create the bottle for its new luxury initiatives, the Walker Vault platform.

“At Johnnie Walker we aim to redefine how luxury is expressed in Scotch whisky,” says Julie Bramham, managing director of Diageo Luxury Group. “With the Johnnie Walker Vault platform, we are carving out a new space that blends tradition with modernity – celebrating craftsmanship, rarity, and bold vision.” 

The new Couture Expression product costs $20,000 a bottle and there are only 25 bottles in the batch. 

“At the heart of this initiative is the artistry of Johnnie Walker Master Blender, Dr Emma Walker, and her unique way of telling personal stories through made-to-measure blends,” explains Bramham. “Working from the Johnnie Walker Vault – a hidden ‘atelier’ deep beneath Johnnie Walker Princes Street in Edinburgh – Dr Walker draws on an exceptional library of 500 rare, aged, and ghost whiskies, hand-curated from our 10 million cask inventory. These whiskies are rotated personally by Dr Walker to ensure only the most exceptional expressions are available for each bespoke creation.”

Brand Innovators caught up with Bramham to discuss the new luxury line as well as partnering with Rousteing.

What is the strategy behind this partnership? 

For the first time, this invite-only experience is being opened to the public. The program offers a luxurious agenda deeply rooted in Scottish heritage – from Michelin Star dining to a stay at the iconic Gleneagles Hotel – culminating in a private blending session with Dr Walker. The result is a deeply personal whisky, presented in a handcrafted Baccarat crystal decanter, and forever recorded in the Johnnie Walker Vault archive.

Our collaboration with Olivier Rousteing under this platform embodies that spirit: pairing the blending mastery of Dr Emma Walker with the bold, expressive vision of one of fashion’s most influential figures. It’s a meeting of worlds – whisky and fashion, heritage and modernity – brought to life in a way only Johnnie Walker can.

Why did you decide to work with Olivier Rousteing?
Olivier Rousteing is a visionary whose creative journey embodies the very spirit of Johnnie Walker’s Keep Walking mantra. He brings an unapologetic boldness to everything he creates, with a deep respect for heritage and a commitment to reinvention. His personal story, emotional depth, and flair for storytelling made him the perfect collaborator for this first Johnnie Walker Vault drop. Together with our Master Blender Dr. Emma Walker, Olivier helped craft a one-of-a-kind collection that is as emotive as it is exquisite.

How does this new platform aim to target luxury lovers and revive Johnnie Walker as a modern luxury brand in the spirits business?
Johnnie Walker Vault is a platform built for the modern luxury landscape, where experience, rarity, and narrative matter more than ever. From bespoke blending appointments to collaborative drops like Couture Expression, we’re offering connoisseurs a deeply personal and elevated whisky journey. It’s about connecting with a new generation of collectors and cultural tastemakers who value creativity and craftsmanship. Through this platform, Johnnie Walker is not just participating in the luxury space we’re shaping its future.

How will you be activating in NYC to promote this launch?
Johnnie Walker and Olivier Rousteing will reimagine the iconic Sleep No More venue with an installation that blends fashion, technology, and whisky in a bold celebration of craftsmanship and creativity.

For one day only, guests can step into a projection-mapped tablescape experience featuring a kinetic holographic centerpiece, guided by Master Blender Dr. Emma Walker. Attendees will be among the first to taste Couture Expression, a $20,000-per-bottle release with only 25 bottles of each seasonal blend available globally.

We’re also hosting an immersive, invitation-only experience at the legendary Sleep No More venue, its first event since closing earlier this year. The evening includes a seasonal, multi-course dinner by Chef Yann Nury, tastings of the Couture Expression blends, and a cocktail party with signature Johnnie Walker Blue Label serves. It’s a deeply curated celebration which aims to echo the essence of this extraordinary collaboration.

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“The campaign is essentially bringing to life an idea that already existed,” said Samira Ansari, chief creative officer of Ogilvy New York, the agency that worked on the campaign. “Many people can relate to bringing something to a party that you’re excited to drink and only to find it gone later in the evening.”

The behavior is common enough that the print and out-of-home executions, which are currently running in the U.S., U.K. and Argentina, are placed without explanation, Ansari said. “It does take you a minute to find [the hidden Stella], but when you do find it, the logo is distinctive enough that you understand the campaign,” she said. 

The campaign, the first from Ogilvy, is meant to build on the brand’s reputation as a premium product that is coveted by all, Ansari said. It is also timed to take advantage of the summer season, when more people are heading out to gatherings with friends and families. “It’s a good time to remind people to buy a Stella and a better time to remember to hide it,” Ansari said.

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The official designation is a special moment for Stranahan’s, which has been making a single-malt whiskey for more than 20 years. Of course, now comes the hard work: educating consumers about what it means to be a single-malt whiskey and why that is important. 

“There’s not only a huge opportunity from a storytelling standpoint but also from a consumer standpoint to enter into a new phase of whiskey,” said Lander Otegui, senior vice president of marketing at Stranahan parent Proximo Spirits. 

For the brand, that will begin with educating on-premise partners, such as restaurants and retailers, about the category and encouraging them to highlight the category within their menus and aisles. 

It will also extend to consumers through tasting events and other programs throughout the year to literally help them understand what makes the whiskey special. Brand Innovators caught up with Otegui to discuss the new designation, how it came about and the brand’s future plans. This interview has been edited for length and clarity.

What does single-malt being “officially designated” as a category mean for your brand?

For us as a company and as a brand, it’s a major, major accomplishment. We’ve always been a single malt whiskey, but it wasn’t really something that initially we talked about because it wasn’t a thing until we started understanding that our brand was more special than any other American whiskies or bourbons that were out there.

So a few years ago, we started really elevating the brand into what we thought was going to be the next generation of whiskies for the U.S. So we started evolving the brand from what it was initially to something that can compete with the best whiskies in the world. And we started really building up a range and building up a brand to prepare for this moment. So we’ve been ready for the last three years with a really incredible range of whiskies, with a really incredible and compelling story of being one of the original American single malt whiskies. 

What has your preparation for this time looked like?

We were confident that this change was coming, and we wanted to have a brand that was ready for when the announcement came. It was prepared with the right assortment of ingredients and  someone to say, ‘I’m choosing American single malt because it competes against the best whiskeys of the world.’

What is the next step? I’m assuming the first parts will involve a significant amount of consumer education.

Yeah, this has been a huge project for us, I would say, over the last three years, and it comes with education from the ground up. We’re trying to educate first through our on-premise accounts, for example, because American single-malt never had a section on the menu. They would put Stranahand’s in the bourbon section or in the ‘American Whiskey’ section, and they would very rarely put it within the single-malt whiskey section in a restaurant. So there’s a lot of education to be had with on-premise accounts, for example. 

At some point, we believe that the American single-malt category deserves to have its own section within the menu in a restaurant, for example, the same way you see Scotch single malt, Japanese single malt, in some places you see Irish single malt, then I think American single malt deserves its own space. 

The second thing is we’ve been talking to a lot of retailers and distributors to make sure that this category deserves its own space on the shelf, similar to how we see in some stores, you see Rye has a section, you see Canadian Whiskey has a section. You see other types of whiskey have their own sections, and American Single Malt is a little bit all over the place depending on the state and the store you go to. 

And we’ve proven with data that if American Single Malt has its own section, not only does every single brand that is part of that shelf sell more, but the store, in general, sells more whiskey. So it’s a case study that if we continue pushing it, it’s going to be a benefit to the overall category. We’re pushing this narrative both in the on-premise and the off-premise, plus everything that we’re doing from a consumer standpoint, like talking to media, talking to the different types of, let’s say, key opinion leaders in the whiskey space, so they become a voice for the category going forward.

So, what’s your timeline for that?

It takes time and it takes convincing and it takes a lot of different approaches through different sectors, but I think as we continue to prove that there’s value for them, they will be more motivated to do it. The first thing we try to convince them to do is let’s put a section or a display outside of the shelf that features American single malt and see how it does. If it does well, then we can transition into a specific shelf space. So it takes time. Some accounts are more difficult than others, especially when you talk about national accounts that have very strict guidelines on how their shelves should look. But the independent channel, for example, with independent liquor as with the liquor chains. 

I think there’s a future here as long as we can continue to prove that there’s value for them. What I do believe is that this category has to be built by the key opinion leaders within the whiskey and the spirit space. So I think the on-premise is a key channel for this.

Obviously, you have a lead right now, but how do you anticipate other brands entering the category?

We’ve seen a lot of line extensions coming out from major whiskey brands. We’ve also seen acquisitions happening or other smaller brands that participated in this space. I think in general, awareness of the category helps everyone. 

The only challenge that I’m seeing is, do consumers see this as a line extension from a brand or as a category on its own? And I think that’s where we differentiate and where we have a much stronger and much more compelling story. Because we are the market leader, we have over 30% of the American single malt category, there’s gonna be brands and it already happened, large brands that have launched their line extensions. 

But I think the authenticity of being the origin of the distillery that’s only making 100 % American single malt the same way and line extending and doing it in a premium way really differentiates us from the large-scale brands that are just a short-term grab because, you know, they’re seeing this, this is having some conversations and then the category is legitimized. Let’s just try to do it. 

I think the difference here is that this is the only thing that we do. This is who we are, and this is what we’ve always done. So, for us, it’s not an opportunistic approach like other brands are seeing this. 

So, then, what does all of this – the acknowledgment, the new category, the anticipation of more competition, the consumer education – do to your marketing budget?

We’ve increased our budget for sure. We’re trying to get much more awareness on the category and really be prepared for when people want to have a conversation about American single malt. We are investing heavily in the on-premise as well to make sure that this category gets more legitimized within menus, that bartenders know how to use it, where to pour it, and then how to leverage the equity of the American single-malt to have a new conversation with consumers. 

We invest in events, in sampling, in media, in sponsorships, like all the gamut. We have a really full plan to leverage the announcement. We also made a big investment last year and opened up a tasting room in Aspen, our second physical location besides the distillery, and those two things are a major and critical area for brand building for us. 

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Moët & Chandon is tapping into the culture in this collaboration, by partnering with the iconic Williams to celebrate his birthday. 

The new collection is aligned with his celebrity glow and important celebratory moments that happen daily. According to the brand 22 million people celebrate their birthdays every day, and this gives the brand an opportunity to market itself for these gift giving and celebratory moments. The new line is decked out with bows and jewels, offering an even more dressed up version of the already luxurious champagne.

“The best part about a birthday are the people who want to celebrate it with you,” said Pharrell, in a comment shared with Brand Innovators. “When I was old enough to toast with champagne for the first time, Moët & Chandon was my point of reference. I suppose it’s just a tradition, it’s the ritual.”

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Ketel One Vodka & Tanqueray Gin have partnered with Max, HBO and actor Patrick Schwarzenegger for a campaign to promote the Season 3 premiere of the show along with special series-inspired cocktails.

“The strategy behind our ‘Sip into The White Lotus’ campaign was to create an engaging world that Ketel One Vodka and Tanqueray Gin could be a part of, ultimately enhancing the experiences of fans gathering—on social media, at bars, or at home—to watch and discuss the series,” said Julie Yufe, senior vice president of vodka, gin and rum at DIAGEO North America. “Our intention is to offer the next generation of cocktail enthusiasts an opportunity to discover and appreciate the quality and craftsmanship that Ketel One Vodka and Tanqueray Gin are celebrated for around the world.” 

The effort includes a short film starring Schwarzenegger, who plays a bartender in Thailand, the setting of this season’s show. He serves up Ketel One Family Made Vodka and Tanqueray Gin cocktails.

“We’ve created content, experiences, and collaborations centered around sophisticated cocktails inspired by season three’s location, story, and characters,” added Yufe. “In doing so, we are helping to build hype for the series’ return, allowing fans to immerse themselves in the show’s elevated decadence.”

The brand has also created limited edition series-inspired cocktail kits which includes recipes for the Vesper Martini and The White Lotus Punch, so viewers can make their own drinks at home. 

“As brands at the forefront of culture, these collaborations help reinforce brand identity, attract new audiences, and ensure a lasting presence in culture,” said Yufe. “Authenticity is key, as it enables brands to leverage equity and create something fresh and unique that fosters affinity with consumers, enhancing brand appeal through experiences only possible through such collaborations.”

The campaign also includes a giveaway for the chance to win a trip to a luxury hotel in Thailand through April 6th. “A sweepstakes to Thailand, as part of our partnership with The White Lotus season three, is a natural extension of the ‘Sip into The White Lotus’ campaign strategy to elevate consumer experiences while aligning with the show’s luxurious and exotic settings,” said Yufe. “By offering a trip to a luxury hotel in Thailand, we’re able to immerse our audience in the same sense of luxury and escapism that the show embodies while reinforcing the premium quality and hospitality synonymous with Ketel One Vodka and Tanqueray Gin.” 

“Additionally, a once-in-a-lifetime opportunity like this helps us attract new fans who are passionate about the show and interested in luxury travel, while strengthening our brand values of sophistication and premium quality,” she continued. “Ultimately, it’s about creating an unforgettable connection with fans and amplifying the excitement around our partnership with The White Lotus season three.”

The campaign also includes immersive events like watch parties at more than 100 bars and restaurants nationwide. “Consumers can join the fun by following local social media accounts, where participating venues will post invites and event updates,” explained Yufe. “Each location will share event details on their social channels, and while we’re still finalizing the list of spots, we’ll be sure to share the full details with you and your readers as soon as they are so they can easily find the nearest event and join in on the excitement.”

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As brands look to capitalize on this growth, expect them to embrace new drinking occasions, cultural partnerships and data-driven storytelling.

“Next year, expect more innovation driven by different drinking occasions,” said Sofia Colluci, CMO of Molson Coors. “Consumers are looking for a variety of things in the beverages they buy. So while we see non-alc and low ABV continuing to grow, we also anticipate other options making their way into market, whether that’s new pack formats or higher ABV in channels where consumers are craving more flavor.”

“In the new year, we are expecting continued consumer openness to the implementation of sparkling wines for new, unexpected, celebratory, and most importantly everyday occasions,” says Cécile Artigalas, CMO at LVMH’s CHANDON. “The sparkling wine category has been growing as consumers recognize a wider applicability of sparkling pours, better fitting the richness of their lifestyles, with the use for only special moments becoming out of step with what many consumers want.” 

“At CHANDON we expect to see our products becoming more integrated into our consumers’ everyday hosting experiences: flavorful, elegant, well rounded and crafted with care, they strike the right balance to accommodate all palates at home or on the go,” she continues. “Whether a birthday toast, the pairing to a homemade meal, or a casual gathering with friends on a Tuesday, our exceptional and affordable sparkling wines are the perfect pour for any occasion, big and small.”

Jordan Rothschild-Noome, CMO of High Basin Brands, sees 2025 as the year of hyper-local and traceable spirits and mindful consumption. “With consumers eager to know the origin of every ingredient, brands will look to highlight local sourcing and small-batch production to meet demand for transparency,” he says. “This will redefine ‘premium’ as consumers seek authenticity in their glass.” 

“The future of spirits marketing will also be rooted in authenticity,” continues Rothschild-Noome. “Storytelling will be at the heart of successful campaigns, with brands highlighting their heritage, craftsmanship, and commitment to quality. Consumers want to connect with brands that share their values and offer more than just a product—they want an experience. VR and augmented reality experiences will likely become more widespread, allowing consumers to experience virtual tastings, immersive distillery tours, or interact with the brand in ways that feel personal. This will be pivotal as e-commerce continues to be a driving force with consumer sales.”

“While luxury consumers continue to value quality and craftsmanship, there is also an evolution to brands that are culturally relevant and more personally connected,” says Greg Levine, vice president of marketing, single malts at William Grant & Sons. “Both Glenfiddich and The Balvenie have each crafted the finest whiskies for over 130 years.  Today, we continue to build on each brand’s heritage with partnerships, innovation and campaigns that resonate with the discerning whisky drinker.”  

Glenfiddich recently unveiled a multi-year global partnership with Aston Martin Formula 1, which is an example of such a partnership. “Together, they will celebrate their shared commitment for mastery and design through exceptional experiences and touchpoints,” adds Levine. “To commemorate this historic partnership, Glenfiddich has explored its archives to unearth a rare cask from 1959, paying tribute to Aston Martin’s debut in Formula One. This release also embodies the craftsmanship of Glenfiddich Malt Masters across generations and pays homage to a defining decade for the distillery.” 

To help tell their stories, expect brands to be strategic with technology and employ AI when needed. “Data-driven insights will continue to play a pivotal role in predicting consumer behavior in real time, allowing us to meet their evolving preferences quickly,” says Jenny Hermanson, senior director of omnimedia strategy at Pernod Ricard USA. 

“We’ve found they’re increasingly seeking content and experiences that are relevant to their own needs,  so it is critical we design personal experiences that capture attention and resonate with them,” she continues. “Personalization will take center stage, fueled by technologies that enable us to create deeply relevant experiences—from custom cocktail recommendations to immersive storytelling that connects consumers with the rich heritage and craftsmanship of our brands.”

“The growing adoption of AI is expanding consumer choice and transforming how people discover and engage with products,” she adds. “This trend is set to accelerate, making it critical to integrate advanced technologies and consumer insights into our marketing strategies– whether that be through provide contextually relevant content aligned to each consumers unique consumption occasion in media or serving up the next best product recommendation in CRM to drive stronger conversion and cross-sell across our portfolio of brands.”

Andrea Sengara, vice president of marketing at Campari America added that, “the emergence of social and retail search will also be pivotal, and the way consumers discover brands will continue to evolve. While traditional search engines remain important for Boomers and Millennials, [LDA+] Gen Z increasingly relies on platforms like Instagram, and YouTube to discover new products and trends. Spirits brands must ensure a strong presence on both retail and social search platforms to remain discoverable and relevant.”

“Generative AI will also play a pivotal role in automating customer service and improving the e-commerce experience,” she continued. “Spirits brands have an opportunity to use AI to deliver personalized marketing, such as cocktail recommendations and cross-selling opportunities for customers, deploying predictive analytics to boost conversion rates.”

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In addition to the spot, the brand will be staging pop-ups (a.k.a. “The Most Wonderful Pop-Ups of the Year”) in various markets that will include Guinness merchandise, gift-wrapping service and pints partied with cookies from Levain bakery. In addition, the Guinness Open Gate Breweries in Chicago and Baltimore will host special events, including holiday markets and workshops. 

“We wanted to create something simple and magical that makes a pint of Guinness feel like coming home for the holidays,” said Joyce He, brand director at Guinness. “Our holiday season messaging this year is all about finding moments of meaning, joy and magic wherever we can and inspiring people to get out and enjoy the most wonderful time of the year with loved ones at their favorite pubs, bars, and restaurants. We have not created a new holiday TV commercial in a long time, and we hope this timeless piece brings joy for years to come.”

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Payne has been with Heineken for more than six years, most recently as global marketing director (SVP) Zero Alcohol beverages, a position based in Amsterdam. Prior to that, she was vice president of marketing and ecommerce, a role based in New York. She has also held senior roles at PepsiCo, the Kellogg Company and Diageo.

Payne will succeed former CMO Jonnie Cahill, who is reportedly leaving the brand.

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