Ketel One is the subject of a “new global platform”, kicking off in the US with a TV advert next week.
‘Born To Cocktail’ leans into the vodka brand’s cocktail credentials and will run on digital and streaming platforms in the country from Monday. The 30-second ad serves as a teaser from Ketel One, with details about the activation’s future direction not disclosed.
Diageo handles Ketel One through a joint venture with the brand owner, the Nolet family. The group also owns the Smirnoff and Cîroc vodka brands.
For the 12 months to the end of March, CGA by NielsenIQ’s ‘On Premise Measurement’ (OPM) data found that whisky/whiskey and vodka continue to be the two dominant sub-groups in the US on-premise, combining to make up more than 51% of total spirits volumes. Tequila, however, achieved a 2% lift in its share of spirits, as vodka slipped back slightly.
Why Tequila is dominating spirits growth in US on-premise – Market Intel
