Drinks giant Diageo has unveiled a sweeping travel retail strategy for its flagship Tequila brands, Don Julio and Casamigos, ahead of the Fifa World Cup 2026. As the official spirits supporter of the tournament, Diageo will roll out more than 100 activations across 34 airports in North and South America, as well as in host cities across Canada, Mexico and the US.
The company has described the World Cup as “critically important” to its global travel retail strategy this year, with immersive fan-focused experiences designed to engage and educate travellers about Tequila. At JFK Airport in New York, Casamigos will host a ‘Frenemy Zone’ featuring a foosball table and cocktail bar, while Mexico City International Airport will showcase Don Julio with a luxury ‘golden trophy’ podium and exclusive bottle personalisation.
Cancun Airport will see a digital in-store takeover, alongside Don Julio 1942 bottle personalisation and the launch of the Don Julio 1942 Fifa World Cup Edition bottle, available in 750ml and 50ml formats across major airports in the US, Canada and Mexico. Branded merchandise such as Don Julio cups and reversible Casamigos bucket hats will also be available at key travel retail locations.
Diageo will spotlight Tequila-based cocktails, including the Casamigos Rivalrita – an exclusive serve inspired by the three host nations. The activations are being delivered in partnership with Avolta, whose global head of liquor, David de Miguel, emphasised the importance of connecting brands with travellers through relevant, timely experiences that enhance the journey and support category growth.
Andrew Cowan, Diageo’s managing director of global travel, said: “Our partnership with the Fifa World Cup 2026 offers an unparalleled opportunity to engage consumers during a truly global cultural moment. By placing Don Julio and Casamigos at the centre of this celebration through standout activations and memorable experiences, we aim to capture the energy of the tournament and elevate how travellers discover and enjoy Tequila.”
The push comes as Diageo faces challenges in the US market, where spirits sales fell 15.4% in the third quarter, with Tequila suffering a double-digit decline. The World Cup activations are designed to reinvigorate the category and reinforce Diageo’s leadership in global travel retail.
Diageo has unveiled a major travel retail push for Don Julio and Casamigos ahead of the Fifa World Cup 2026. With more than 100 activations across 34 airports, the campaign features immersive experiences, exclusive bottles and cocktails, aiming to re-energise Tequila sales and engage travellers during the global tournament.
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