The VinePair Podcast: Matchmaking Spirits and Cocktails Is Hard

Whether it’s Tanqueray asserting that its gin is the best in class for mixing up Martinis or Espolòn trying to become every bartender’s go-to tequila for Margs and Palomas, a popular marketing technique that countless spirits companies have adopted over the years is attaching their brands to specific drinks. And it makes sense. More often than not, consumers fall in love with a cocktail first, and then they start getting nitpicky about the drink’s individual components.

Then again, there are certain cocktails that are either too esoteric or too simple for brands to reasonably latch on to. Unlike with the Gin Martini, most bartenders won’t stop to ask a customer about their gin preference for a G&T. They’ll just use whatever’s in the well. Regardless of how popular a drink may be, it’s safe to say that not every great cocktail makes for a marketing tool.

On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach debate whether spirits brands can try to attach their specific brands to a known cocktail, and if so, which ones are up for grabs or would make sense to highlight. Tune in for more.

Joanna is drinking: Failla Pinot Noir
Zach is drinking: Bella Union “La Gemma” Red Blend
Adam is drinking: Cinnamon Raisin Bagel cocktail (made by Joanna)

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