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William Grant & Sons Ltd. announced the rollout of a multimillion dollar global investment in Tullamore Dew whiskey with the launch of a global integrated communications campaign, supporting a new “Irish True” theme.

Bacardi Ltd. launched an international free prize competition to meet its Global Social Responsibility Ambassador Rafael “Rafa” Nadal as part of the award-winning “Champions Drink Responsibly” campaign.

Henry Weinhard’s partnered with Seattle’s fishmongers from Pike Place Fish Market to launch a promotion for craft beer lovers called “Today’s Catch.”

Jarritos launched a new campaign to honor its Mexican roots and loyal fans, it says

J.J. Taylor Distributing Florida Inc., Tampa, Fla., donated $20 million in beer excise taxes to Step Up For Students, a non-profit organization that provides scholarships to underprivileged kindergarten through high school students in Florida.

This summer, William Grant & Sons Global Travel Retail and the International Shoppes partnered to bring Hendrick’s Gin to travelers at John F. Kennedy and Philadelphia International Airports. I

Read about new marketing programs in the beverage industry.

Once a product makes it to the store shelf, brand appeal and package design can’t always carry it to success. That’s when companies turn to marketing. But when the market is filled with millions of individuals of various ages with different backgrounds, marketing can turn into a puzzle. Marketers are tasked with not only determining their message, but also the product’s audience and the best ways to reach them. If all of these pieces don’t fit, the brand’s target audience might not be enticed to purchase the product.

Read about marketing campaigns that are new this month.

The United States Bartenders’ Guild (USBG) challenged 17 of the world’s best bartenders to compete against each other to create an original version of a Pina Colada recipe at the Tales of the Cocktail event in New Orleans.