The News
Ketel One Vodka has released a new creative titled "The Spirit Advisor's Day Off," featuring actor and entrepreneur Patrick Schwarzenegger, who has served as the brand’s Spirit Advisor. The campaign redefines the martini as a daytime drink, aligning it with activities like golf and brunch. The release was announced on March 16, 2026.
The Takeaway
- Daytime Cocktail Culture: Ketel One is pushing the martini into daylight hours by aligning it with activities like golf and brunch, showing how spirits are no longer confined to evening socials. The brand’s new creative features Patrick Schwarzenegger, who has worked as a Spirit Advisor for the past year, now enjoying his day off in sun-soaked settings.
- Brand Ambassador Strategy: Patrick Schwarzenegger's role as Ketel One’s Spirit Advisor highlights how the brand is leveraging celebrity influence to reshape perceptions of its products. By showcasing him in casual daytime scenarios, they’re making their vodka more relatable and accessible for a broader audience.
- Martini Market Expansion: The press release signals that Ketel One sees opportunity in repositioning the martini as a summer drink, not just an evening staple. This approach could tap into consumers looking for refreshing, versatile cocktails that fit into daytime routines like golf or brunch.
Original Press Release
New Creative Expands Moments that are "Made to Cocktail" into Daytime Occasions
NEW YORK, March 16, 2026 /PRNewswire/ -- After a busy season working alongside Ketel One Family Made Vodka as the brand's Spirit Advisor, actor and entrepreneur Patrick Schwarzenegger has decided it is time for a well-deserved day off. Over the past year, Patrick has helped transform everyday moments into the extraordinary, and now he is putting his own advice into practice in a new social-first creative from Ketel One titled "The Spirit Advisor's Day Off."
As warm weather approaches, Patrick's day off is perfectly timed. More time is spent outdoors, and social occasions naturally extend beyond evening hours, moving cocktail culture into the daylight. Ketel One embraces this shift, redefining the martini as the ultimate summer drink and proving that exceptional cocktails don't have to wait until after dark.
In the new creative, Patrick embarks on a day that is truly Made to Cocktail. Loosening his tie and kicking off his shoes, he swaps routine for sun-soaked pool decks and bountiful brunch spreads, showcasing how the martini is stepping confidently into daytime occasions. From daytime tee times to golden-hour gatherings, his day becomes a masterclass in making every moment count, always with a Ketel One cocktail in hand.
Anchoring the creative are Ketel One's iconic martinis, each paired with Patrick's favorite day-off activities:
Espresso Martini: A smooth swing on the golf course calls for a cocktail equally as refined. Patrick celebrates leisurely rounds of golf and spontaneous afternoons with a perfectly crafted Ketel One Espresso Martini.
Tomatini: Weekend brunch is served "sunny side up" with Tomatinis in hand—a flavorful twist on a martini created by LPM Dubai, best enjoyed with ingredients sourced fresh from the local farmer's market.
Dirty Martini: When canceled afternoon plans turn into lounging poolside, the Dirty Martini underscores moments of relaxation that define a perfect day off.
"In my time as Ketel One's Spirit Advisor, I've learned that the right cocktail can instantly set the tone for any moment," says Schwarzenegger. "This has been one of the most exciting seasons of my life, from film and TV projects to personal milestones, and the busier things get, the more important taking a break becomes. I am so excited to work with Ketel One on a campaign that ditches the schedule to enjoy a day off that's all about great company and a perfectly crafted Ketel One Martini."
The cocktails featured throughout the campaign highlight how Ketel One continues to shape modern hospitality moments, offering refined yet approachable serves for a new generation of 21+ discerning drinkers, especially during key daytime occasions.
"Cocktail culture continues to evolve as consumers embrace martinis across more occasions, especially during the daytime," said Jessica Rawlins, Brand Director, Ketel One Vodka. "Vodka cocktails like the Espresso Martini and Dirty Martini are increasingly appearing in brunch conversations, with vodka mentions in these settings up more than 400%.1 The Tomatini naturally completes the campaign, emerging as a fresh take on the classic Bloody Mary serve, especially timed to the warmer season ahead."
The videos will begin rolling out across Ketel One's Instagram and YouTube channels, as well as via paid linear TV placements with AMC+, starting today. To follow along, check out @KetelOne_US, and for more information, please visit KetelOne.com.
Ketel One Family Made Vodka reminds everyone to sip responsibly.
Source: BevNET