Normally drinking and driving
don’t go together. But marketing can result in some interesting bedfellows.
Cadillac and Jim Beam announced a partnership last week, with the bourbon brand signing on as a sponsor of the
automaker’s Formula 1 racing team.
Aston Martin announced today it is appointing Champagne Bollinger as its official champagne partner. In turn, Aston Martin becomes the
official automotive partner of Champagne Bollinger.
The brands call it “a prestigious union between two houses driven by shared values: a deep respect for tradition and
savoir-faire, relentless dedication to craft, and an uncompromising commitment to quality and precision.”
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One brand is British while the other is French. So what’s the
connection?
“This partnership reflects a deep, profound and shared historic connection with the United Kingdom,” according to the press release. “Both Aston
Martin and Champagne Bollinger hold royal warrants, with Bollinger supplying the royal household since 1884.”
Aston Martin has held a royal warrant as purveyor of
motorcars to Charles III (as Prince of Wales and later as King) since 1982.
Going forward, Champagne Bollinger will be present at key Aston Martin experiences
and VIP events across the globe, from exclusive launches to intimate customer gatherings.
The brands acknowledge that drinking and driving don’t mix. The last line of the
press release is emphatic, with the all caps added by the companies:
“Champagne Bollinger and Aston Martin are committed to responsible drinking and advocate that no one
should drink and drive. NEVER DRINK & DRIVE messaging will be integrated into all brand activations around the partnership.”
Jim Beam took a similar tack in its
announcement: “Jim Beam is excited to celebrate shared moments of great taste and responsible connection under its rallying cry: Best Enjoyed Together, Best Enjoyed Responsibly.”