UK-based canned cocktail business Moth has launched a fresh marketing push in its home market this week.
The initiative will push three variant’s in the namesake brand’s portfolio: Margarita, Mojito and Passionfruit Martini. For the next rest of this month, in build-up to the Glastonbury Festival in south-west England, out-of-home adverts will run in the cities of Bristol, Glasgow, London and Manchester.
The second part of the campaign, which runs from 28 July to 24 August, will extend to Edinburgh, Glasgow, Bristol and Brighton in anticipation of the Edinburgh Fringe and Forwards Festival.
Describing it as its “biggest ever national above-the-line campaign”, the RTD business’ ‘above-the-line’ investment for 2025 is up by 75% year on year, spending circa GBP250,000 (US$340,000).
Moth launched in February 2021 and now has a range of ten canned cocktails – Passionfruit Martini, Spicy Margarita, Margarita, Mojito, Espresso Martini, Negroni, Piña Colada, Old Fashioned, Cosmopolitan and Paloma.
Last month, a group of former employees of the now-Suntory Global Spirits-owned On The Rocks brand re-entered the RTD category, acquiring espresso martini premix Can-Tini.
