• by Teresa Buyikian , February 27, 2025

“The White Lotus,” HBO’s Emmy-award winning show that weaves together beautiful people and exotic locales, is back for a third season. With cocktails featuring prominently in the show’s episodes, it’s little surprise sponsors Ketel One and Tanqueray are back with a new “The White Lotus”-themed multichannel campaign, featuring one of the show’s suave stars, Patrick Schwarzenegger.

As the "official partners of the show,” the two brands’ new “Sip into The White Lotus” campaign features national TV and online video in addition to “series-inspired cocktails, a Thailand destination giveaway, immersive events and engaging content,” per Diagio.

The effort kicked off with a spot, seen here, showing Schwarzenegger mixing cocktails at an opulent bar and exchanging flirtatious looks with a woman who says “I thought you were an actor, not a bartender.” He then hands her the new The White Lotus Vesper Martini, which contains both Ketel One Vodka and Tanqueray Gin along with French white wine aperitif, one bar spoon or teaspoon lychee liqueur and one bar spoon or teaspoon butterfly pea tea. She is  magically transported to the luxurious Thailand resort setting of the (fictional) resort.

Marketing Daily asked Diagio’s Senior Vice President of Vodka, Gin and Rum Julie Yufe about the ongoing collab.

Marketing Daily:  Why partner with “The White Lotus”?

Yufe: This was a natural fit for Ketel One Vodka and Tanqueray Gin, as the show embodies the extraordinary moments and classic luxury synonymous with our brands. The series has become a cultural phenomenon, sparking conversations and gatherings among fans who appreciate refined experiences, much like those we aim to create with our cocktails.

Through the campaign, we want to enhance these social moments, whether at home, in bars, or online, by offering unique cocktails and experiences inspired by the show’s setting, story and characters. This collaboration enables fans to immerse themselves in “The White Lotus” world while reinforcing the premium quality and craftsmanship behind Ketel One Vodka and Tanqueray Gin.

Marketing Daily: What is it about the show that appeals to your target demographic?

Yufe: Our target audience consists of culturally engaged, experience-driven consumers who appreciate quality and craftsmanship, many of the same characteristics that define The White Lotus fanbase. The show’s opulent settings, witty storytelling, and focus on indulgent escapes align with the lifestyles and aspirations of modern cocktail enthusiasts.

Marketing Daily: How does the partnership with the show fit into your overall Ketel One and Tanqueray marketing mix?

Yufe:  This collaboration is an extension of our broader marketing strategy focused on seamlessly integrating Ketel One Vodka and Tanqueray Gin into cultural moments that matter to our consumers. By partnering with "The White Lotus," we are reinforcing our brands as symbols of sophistication, tying them to a highly anticipated series that embodies exclusivity and indulgence.

Whether through our Thailand trip giveaway, custom cocktail recipes inspired by the show, LTO cocktail kits or watch parties, this initiative enhances our presence in both on-premises and at-home drinking occasions, strengthening our connection with loyal consumers and expanding to new audiences.