# Relaxing Martini-Inspired Campaigns Ketel One Vodka Debuts 'The Spirit Advisor's Day Off' By Kalin Ned | Published 2026-03-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/spirit-advisors References: [news.futunn](https://news.futunn.com/post/70133510/ketel-one-vodka-gives-the-martini-its-daytime-debut-with)  [Ketel One Vodka](https://www.trendhunter.com/trends/spirit-advisor) has launched a new marketing campaign titled 'The Spirit Advisor's Day Off.' The initiative features brand ambassador Patrick Schwarzenegger, and the goal is to promote the versatility of the martini as a suitable beverage for daytime social gatherings. 'The Spirit Advisor's Day Off' depicts Schwarzenegger taking a break from his advisory role to enjoy various leisure activities — from golf outings to brunch gatherings and poolside relaxation — all while accompanied by Ketel One cocktails. Ketel One Vodka draws attention to specific drinks in the campaign, like the sophisticated [Espresso Martini](https://www.trendhunter.com/trends/martini-style-cocktails), the timeless Dirty Martini, and [the Tomatini](https://www.trendhunter.com/trends/tomatini-cocktail), which is presented as a fresher alternative to the traditional Bloody Mary. 'The Spirit Advisor's Day Off' initiative reflects a broader observation by the brand that cocktail consumption, particularly vodka-based drinks, is increasingly moving beyond evening hours into daytime occasions. Image Credit: Ketel One Vodka ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 68% | Activity: 79% | Freshness: 66% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Daytime Cocktail Consumption:** Growing acceptance of martinis and vodka cocktails during daytime social occasions suggests room for ready-to-serve, lower-alcohol formats tailored to midday leisure. - **Alcohol-as-lifestyle Marketing:** Campaigns framing spirits as companions for curated leisure moments indicate potential for branded experiences and merchandise that blur beverage and lifestyle sectors. - **Versatile Cocktail Formats:** Emphasis on variants like Espresso Martini and Tomatini highlights demand for adaptable recipes and premixed options that suit varied time-of-day preferences. ### Sectors Adopting This - **Beverage Alcohol:** Premium vodka brands could expand into single-serve, chilled martini offerings and low-ABV lines designed specifically for daytime consumption. - **Hospitality and Leisure:** Brunch spots, resorts, and pool venues present opportunities for curated daytime cocktail programming and branded leisure partnerships centered on martini culture. - **Retail and E-commerce:** Grocery and online retailers may benefit from merchandising premixed daytime cocktails, mixers, and chilled grab-and-go formats that simplify at-home daytime drinking. ## Related on Trend Hunter - [Cocktail-Themed Holiday Campaigns](https://www.trendhunter.com/trends/aperolidays.md) - [Humorous Drink Cart Ads](https://www.trendhunter.com/trends/titos-spokescart.md) - [Après-Ski–themed Vodka Launch Parties](https://www.trendhunter.com/trends/holiday-vodka.md) - [Ready-to-Pour Vodka Martinis](https://www.trendhunter.com/trends/skyy-martinis.md) - [Premium Zero-Proof Alcohol Alternatives](https://www.trendhunter.com/trends/sophisticated-alcoholfree-cocktails.md) - [Sporty Vodka Cocktails](https://www.trendhunter.com/trends/vodkade.md) - [Refreshing Vodka Soda Cocktails](https://www.trendhunter.com/trends/vodka-soda-cocktail.md) - [Low-Calorie RTD Vodka Cocktails](https://www.trendhunter.com/trends/vodka-refreshers.md) - [Film-Inspired Cocktail Campaigns](https://www.trendhunter.com/trends/patrick-schwarzenegger.md)