Diageo Pushes 690% More World Cup Displays to Win Beer Drinkers for Spirits
Updated
Updated · Forbes · Jul 15
Diageo Pushes 690% More World Cup Displays to Win Beer Drinkers for Spirits
3 articles · Updated · Forbes · Jul 15
Summary
Diageo says World Cup 2026 is helping lift spirits demand beyond stadiums, with bars, restaurants and watch parties drawing strong traffic even after the U.S., Mexico and Canada exited in the Round of 16.
42 million watched the U.S. lose to Belgium — a tournament record in America — and all four quarterfinals also set new U.S. highs, reinforcing Diageo’s bet that TV viewing and social video drive more volume than in-stadium sales.
The company is concentrating on a handful of brands — Don Julio, Casamigos, Buchanan’s, Johnnie Walker and Smirnoff — tailoring them by market and promoting easy-to-mix cocktails, limited-edition bottles and celebrity-backed ads.
In Canada, Diageo raised off-premise displays 690% year over year for Don Julio and 500% for Smirnoff as it tries to pull consumers from beer and ready-to-drink products into tequila and vodka.
The campaign is an early test for CEO Dave Lewis as global alcohol demand weakens under health trends, weight-loss drugs and cost pressures, with IWSR projecting consumption volumes will not return to growth until 2031.