Lone River Ranch Water and Diamond Cross Ranch Mark a New Season of Outdoor Adventure with the Après Ski Collection
Rhea-AI Summary
Lone River (symbol DEO) and Diamond Cross Ranch launched an exclusive Après Ski apparel capsule debuting Friday, January 16, 2026 at www.ranchjacksonhole.com and in person at the Diamond Cross Ranch Apparel store in Jackson Hole.
The four-piece collection includes an Après Ski Hoodie ($195), Long-Sleeve Tee ($88), Trucker Hats ($39) in two colors, and a Beanie ($39). The drop emphasizes durability and versatility for outdoor days and après, and will feature surprise appearances by Katie Beal Brown, Founder & CEO of Lone River Beverage Co.
Product availability is both online and at the Jackson Hole store; the announcement closes with a reminder to enjoy responsibly.
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News Market Reaction – DEO
On the day this news was published, DEO declined 1.06%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
DEO gained 2.78% while peers showed mixed, mostly modest moves: BUD +1.23%, ABEV +0.78%, MNST and FMX +0.06% each, CCEP -1.41%. The magnitude of DEO’s move suggests a more stock-specific reaction than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 09 | Brand campaign | Positive | +1.7% | Seedlip Dry January campaign with Dorinda Medley and NYC pop-up event. |
| Dec 17 | Asset divestiture | Positive | +0.5% | Agreement to sell EABL stake to Asahi, using proceeds to de-lever. |
| Dec 09 | Brand festival | Positive | -2.9% | Mr Black Espresso Martini Fest promotion across multiple regions and bars. |
| Dec 04 | Holiday campaign | Positive | -2.8% | Smirnoff ICE holiday promotion featuring Troye Sivan and consumer giveaways. |
| Dec 02 | Partnership campaign | Positive | -0.6% | Ketel One partnership with Patrick Schwarzenegger and Sundance-themed activations. |
Recent brand and marketing news for DEO has often seen muted or negative price reactions, with several positive-seeming campaigns followed by short-term declines.
Over the past months, DEO’s news flow has centered on brand campaigns and portfolio reshaping. Marketing-driven releases for Ketel One, Smirnoff ICE, and Mr Black around late 2025 coincided with short-term share price declines, while the Seedlip Dry January campaign on Jan 09, 2026 saw a modest 1.7% gain. Strategically, Diageo agreed on Dec 17, 2025 to sell its East African Breweries stake for about $2.3bn net, targeting deleveraging. Today’s Lone River–Diamond Cross Ranch collaboration fits the pattern of lifestyle and brand-building announcements within this broader portfolio and marketing strategy.
Market Pulse Summary
This announcement highlights Diageo’s focus on lifestyle branding through Lone River’s Après Ski collaboration with Diamond Cross Ranch, adding a premium merch capsule alongside its hard seltzer positioning. In the past six months, Diageo has combined such campaigns with portfolio moves like the planned EABL divestiture and cost-focused initiatives. Investors may watch how these brand exercises support underlying volumes, mix, and future cash flow targets while monitoring upcoming earnings and further portfolio updates for tangible financial impact.
AI-generated analysis. Not financial advice.
Alongside the iconic
Following the success of their first collaboration, the four-piece capsule is built with durability, comfort and versatility in mind – pieces you can wear from the trailhead through the last light of day and into après. Available beginning Friday, January 16, at www.ranchjacksonhole.com, the Après Ski collection includes:
- Après Ski Hoodie (
$195) : A heavyweight layer built for days on the move - Long-Sleeve Tee (
$88) : A versatile staple made for layering - Trucker Hats (
$39) : Available in blue or green, made to go from trailhead to town - Beanie (
$39) : A cold-weather essential for early starts and late finishes
The collection will also be available in person at the new Diamond Cross Ranch Apparel store in
For generations, Diamond Cross Ranch has called
"There's something special about skiing in cowboy country — it's where our love of the outdoors and our ranch roots come together," said Beal Brown. "We wanted this collection to reflect that shared way of life."
"Our shared ranch roots mixed with Lone River's adventurous spirit guided every choice in this collection," said Luke Long, DCR Apparel Co-Founder & CEO. "We can't wait for people to get their hands on these pieces and see how they fit into their own days on the move."
And whether your après looks like cozying up by the fire or catching up with friends, please enjoy responsibly.
Far West Spirits LLC,
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
MEDIA CONTACTS
TAYLOR
loneriver@taylorstrategy.com
Nicole Anastasi, Diageo
Nicole.Anastasi@diageo.com
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SOURCE Lone River Beverage Company
FAQ
When does Lone River and Diamond Cross Ranch drop the Après Ski collection for DEO on January 16, 2026?
What items and prices are in the Lone River x Diamond Cross Ranch Après Ski drop for DEO?
Will Lone River (DEO) founder appear at the Diamond Cross Ranch store during the Après Ski season?
Where can investors or customers buy the Lone River x Diamond Cross Ranch Après Ski collection related to DEO?
What design focus did Lone River and Diamond Cross Ranch highlight for the DEO Après Ski collection?
Does the Lone River and Diamond Cross Ranch announcement for DEO mention any safety or usage guidance?
