On The Rocks launches "Make it a Cocktail" campaign at AMAs

On The Rocks Premium Cocktails returned as the AMAs' official cocktail, launching its "Make it a Cocktail" campaign at Fontainebleau Las Vegas. Dylan Efron showcased their bartender-crafted drinks backstage, encouraging consumers to choose premium cocktails over beer or wine.

BACK FOR AN ENCORE! ON THE ROCKS PREMIUM COCKTAILS RETURNS AS THE OFFICIAL COCKTAIL OF THE AMERICAN MUSIC AWARDS TO DEBUT NEW CAMPAIGN

The bartender-created brand introduced "Make it a Cocktail" during the live broadcast from Las Vegas

NEW YORK, May 29, 2025 – On The Rocks Premium Cocktails proudly returned for a second consecutive year as the official cocktail of the American Music Awards, cementing its place at the center of music and culture's most unforgettable celebrations. Hitting all the right notes at The World's Largest Fan-Voted Award Show, the brand served up signature style, headline-worthy sips and effortless sophistication for a night to remember. Broadcast live from the all-new Fontainebleau Las Vegas on May 26, the American Music Awards delivered a night of star power and unforgettable moments, with On The Rocks as the signature serve.

As the nominees took to the red carpet, On The Rocks took over the palatial BleauLive Theater lobby to serve up bartender-created cocktails to fans and stars alike. Backstage, Dylan Efron popped and poured an On The Rocks Margarita and toasted with the On The Rocks Old Fashioned. These exclusive behind-the-scenes moments aired during the broadcast, with Dylan showing viewers at home how to "Make it a Cocktail."

"The American Music Awards are all about celebrating the moments that bring people together—and that's exactly what On The Rocks is created to do," said Carol Robert, managing director, U.S. ready–to-drink at Suntory Global Spirits. "The AMAs honor musical achievement just as our bartender-created cocktails showcase the craft of exceptional mixology."

With the new "Make it a Cocktail" campaign making its debut during the live broadcast, On The Rocks aims to encourage consumers to elevate their moments by choosing a bartender-created On The Rocks in situations traditionally dominated by beer or wine, disrupting conventional drink narratives. In the series, the brand showcases individuals breaking away from the pack in a variety of circumstances to inspire the viewer to Make it a Cocktail? next time they are choosing a drink.