Diageo plc reports news across its global beverage alcohol portfolio, including spirits, whisky, tequila, vodka, rum, ready-to-drink cocktails and flavored malt beverages. Coverage centers on brand activity for names such as Smirnoff, Captain Morgan, Crown Royal, Bulleit, Ketel One, Buchanan's, Tequila Don Julio, Rumple Minze and Stitzel-Weller Distillery.
Recurring updates include product launches, limited-edition bottles, distillery-exclusive releases, packaging collaborations, sports and entertainment partnerships, and ready-to-serve or single-serve format extensions. Company-level announcements also cover regional sales trends, portfolio actions, operating programs and ADR context for a company listed in London and on the New York Stock Exchange under DEO.
Smirnoff (DEO) will launch promotional merchandise drops with Kayla Nicole on October 15, offering items for $12.99 each.
The price matches the suggested retail price of a 750mL bottle of Smirnoff No. 21 Vodka. Fans aged 21 and older can visit shop.smirnoff.com for a chance to purchase items, with drops scheduled for Thursday mornings on October 15, 22 and 29. Items include an inflatable bar, vintage photo booth and cocktail-serving armchair.
Diageo (DEO) brand Tequila Don Julio introduces El Puente Eterno, a global campaign celebrating Día de Muertos. Inspired by marigold pathways, the campaign includes cultural celebrations and limited-edition packaging. Mexican designer Patricio Campillo created artwork for a Don Julio 70 Añejo Cristalino Artist Edition bottle and boxes for select markets. This is the brand's third consecutive annual global Día de Muertos campaign.
Diageo (DEO) brand Lagavulin and AEO (AEO) subsidiary Todd Snyder released Time & Craft, a limited-edition menswear and lifestyle collection. Inspired by Scotland and Lagavulin 16-Year-Old whisky, the collection includes jackets, knitwear and tartan accessories. It is available through Todd Snyder's website and select U.S. stores, with the blanket and carrier scheduled to launch in late October.
The campaign stars actor Ben Ahlers and was filmed at the Lagavulin Distillery on Islay. The brands plan to continue the partnership through in-store experiences and further storytelling from Islay.
Diageo (DEO) and Tales of the Cocktail Foundation have opened applications for the 2027 World Class US bartending competition. Applications close November 10, 2026, at 11:59 PM PT. The first round requires one signature cocktail and recipe, plus short essay answers. The Top 15 finalists will compete in May / June 2027 for US Bartender of the Year, with an opportunity to represent the US at the global finals.
Diageo (DEO) brand Smirnoff Ice has partnered with comedian and creator Brittany Broski for a campaign beginning this Halloween. The partnership includes original content and limited-edition merchandise for fans aged 21 and older. A Smirnoff Ice Bottle Costume is available at Shop.Smirnoff.com starting October 1, 2026. Broski will host the brand's first Halloween bash later in October, with further content and merchandise planned for the holidays.
Diageo (DEO) launched the Johnnie Walker Blue Label Indian Festive Blend for India's festive season, continuing its collaboration with designer Rahul Mishra.
The limited-edition whisky was created by Johnnie Walker master blender Dr Emma Walker. This is the second year of the collaboration with Mishra.
Diageo (DEO), through The House of Buchanan's, has launched Buchanan's Coconut, a new permanent tropical-flavored whisky expression in the U.S. portfolio as of September 16, 2026.
Joining Buchanan's Pineapple as the second flavor in the range, the spirit combines rich coconut notes, citrus aromas, creamy vanilla and Buchanan's light malt character. The brand is supporting the launch with a frutero-inspired creative campaign featuring multi-Platinum Nuyorican duo Nina Sky, including an original track titled "Coco Sí," and a multi-city event series called Mezclao in partnership with LA-based DJ collective Pangea Sound.
Mezclao events will take place in Los Angeles on September 24, Austin on October 1 and Miami on October 21, highlighting regional Latin sounds and featuring Buchanan's Coconut and Pineapple. Buchanan's Coconut is now available nationwide in retail and online with a suggested price of $29.99 for a 750ml bottle.
Crown Royal (DEO) is launching “Royal Rituals,” a season-long episodic content series under its “Bring It” platform for the 2026 football season, created in partnership with Sports Illustrated.
Hosted initially by Emmy-winning journalist Juju Adams, each episode features a “Crown Quarterback” celebrity connected to a specific football community, highlighting local game-day rituals, cocktails and food. The program includes on-the-road experiences with the Crown Royal Rig and new Mini Rig, line dancing, custom whisky cocktails, and charitable activation through the Purple Bag Project. Featured communities include Oxford, Dallas, Tallahassee, Baton Rouge, Phoenix and Kansas City on scheduled dates from September to December.
Diageo (DEO), through its Captain Morgan brand, is launching the "Captain While You Can" Tailgate Tour across U.S. football towns for the 2026 season. The Captain and a crew of First Mates will appear at selected college and pro games, leading tailgates and celebrating local football traditions.
Stops include games in Green Bay, Iowa City, Buffalo, Lubbock, Mount Pleasant and Tampa. First Mates Yung Gravy, Brett Neustrom and Lucas Brody will join for challenges, giveaways, custom Captain Morgan gear and interactive fan experiences. A limited-edition football merchandise collaboration with Pirate Worldwide will feature three custom drops tied to tour locations.
Guinness (NYSE:DEO) has extended its partnership with Notre Dame Athletics for another three seasons, remaining the Official Beer of Notre Dame Fighting Irish alumni and fans. The company also renewed its three-year endorsement deal with Hall of Fame quarterback and longtime brand ambassador Joe Montana.
Guinness is reintroducing a limited-edition Notre Dame Guinness Draught can featuring the Football Leprechaun mark, expanding availability to more markets. Over the next three years, Guinness and Montana plan fan experiences, pint-pouring events, and community support initiatives through the Guinness Gives Back program.