From F1 to baseball: What do these five liquor campaigns tell us about the brands?

Over the past week, Stone & Wood, NED Australian Whisky, Heaps Normal, Liquor Barons, and Chivas Regal have all announced new major marketing campaigns and partnerships. Each vastly different from the other, the campaigns include everything from Australian Baseball League and Formula 1 partnerships through to the launch of an in-house record label.

Annonuced this morning, Stone & Wood’s sponsorship of the upcoming 2024 GROUNDED Australia agricultural festival reinforces the beer brand’s positioning as a leader in sustainability.

“Just as the brewing industry boasts passionate brewers committed to both their craft and the environment, the agricultural sector features dedicated farmers who prioritise soil health and conscious cultivation,” said Jahdon Quinlan, Stone & Wood’s Sustainability Manager.

“We all have a role to play in caring for our land, no matter where we sit from paddock to pint. That’s why we’re thrilled to support GROUNDED 2024 as Stone & Wood explores how we can engage more farmers, consumers, and suppliers in ‘better farming’ principles.”

Similarly, Heaps Normal Records - the new in-house record label launched this week by the non-alcoholic beverage company - marks a continuation of its close association with the music industry. Since launching to market in 2020, Heaps Normal has supported and invested in over 300 shows and tours nationwide.

CEO and Co-Founder Andy Miller said, “it’s tough right now in Australia for musicians to break through and find a sustainable footing in the music business... Let’s face it, our live music industry needs more support. Venues, in particular, have borne the brunt of rising costs of compliance, promotion and production, hamstringing their ability to support live music in the way they might want to.”

Andy Miller says the launch of Heaps Normal Records hopes to address some of the key issues being faced by Australia’s music industry.

“We don’t have all the answers, but we want to do something that helps to address some of these bloody hard questions,” he said.

“We want to see a more inclusive, safer and more fun Australian music industry and experience.”

The new Heaps Normal Records business will identify and work with a new emerging local musician each quarter to produce vinyl records, merch and other products; present one-off shows; support national tours through venue and artist partnerships; and provide its non-alcoholic beers to all key live music venues. As a result, it hopes to reaffirm Heaps Normal’s association with the scene, thus tapping into its customer base.

This follows on from the similar Wild Turkey Music 101 Mentorship Program, which was conducted in collaboration with Angus & Julia Stone and Studios 301 in July.

At the time, Campari’s Marketing Director for Australia told Drinks Trade that, “overall, music plays a big role in most people's lives... At any music festival, you have so many brands activating there because there's a captivating audience there. To me the most important thing is how you're doing it.”

Liquor Baron has also unveiled a new marketing campaign, centred around the tagline A Thirst for Discovery, which it hopes will help increase its positioning as a destination for alcohol exploration at a time where most campaigns are focused on having the lowest prices.

The campaign will also see The Baron be converted from passive figurehead into a real-life personality, with a real life persona featuring across the campaign’s OOH, online videos, print and social media collateral.

“This is a bold step for Liquor Barons but one that also brings a level of cohesiveness to our look and feel,” said Lisa Hegarty, Marketing Manager.

“It’s been a thrill to not only see The Baron brought to life, but to have our change in strategy expressed in such a fun, irreverent way.”

Announced last week, NED Australian Whisky has entered into a partnership with the Australian Baseball League as the official whisky of the league.

“This is such a natural and organic partnership, and we’re thrilled to be collaborating with the ABL on our whisky," said Trent Fraser, CEO of Top Shelf International.

“The ABL [is] a game loved by millions, probably billions, and approach it with a uniquely Aussie flair and grit. The same goes for NED – it’s Aussie for bourbon. A classic, but with an Aussie accent."

Finally, Chivas Regal has been appointed the Official Team Partner of Scuderia Ferrari HP, the world’s most successful Formula 1 team, ahead of next week’s Las Vegas Grand Prix.

“This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal,” said Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers.

“We are passionate about using this new platform to engage today’s growing and increasingly diverse community of racing fans in the 2025 season and beyond, and leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive.”