Welcome to our dedicated page for Diageo news (Ticker: DEO), a resource for investors and traders seeking the latest updates and insights on Diageo stock.
Diageo plc (NYSE: DEO) appears frequently in business and brand news because of its role as a global beverage alcohol company with a wide portfolio of spirits and beer brands. Company and brand communications describe Diageo as a global leader in beverage alcohol, with products sold in nearly 180 countries and listings on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). News linked to Diageo often highlights activity around brands such as Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Recent press releases associated with Diageo North America and other Diageo-related entities show how the group’s brands feature in cultural, seasonal and product-focused stories. Examples include collaborations for Lone River Ranch Water hard seltzer, Seedlip non-alcoholic spirits campaigns around Dry January, Mr Black Cold Brew Coffee Liqueur events celebrating the Espresso Martini, and Smirnoff Ice partnerships with entertainers and sports properties. Other announcements cover Ketel One Vodka’s role in film and cocktail culture, Guinness holiday campaigns and cookie pairings, and Johnnie Walker’s evolution of its long-running “Keep Walking” global campaign.
Investors and followers of DEO news can also find regulatory and corporate updates in Diageo’s Form 6-K filings. These include trading statements discussing organic net sales, regional performance and category trends; announcements about bond issuances and capital structure; leadership and board changes; and agreements such as the planned sale of Diageo’s shareholding in East African Breweries plc to Asahi Group Holdings, Ltd, accompanied by long-term licensing arrangements.
This news page brings together these different strands of coverage, from brand-level marketing initiatives and product launches to corporate transactions and trading updates. Readers interested in Diageo stock and its brands can use the news flow to follow how the company presents its portfolio, engages with consumers and communicates its financial and strategic priorities over time.
Seedlip (DEO) announced a Dry January campaign with TV personality Dorinda Medley to promote elevated non-alcoholic cocktails on January 9, 2026. The effort extends the brand's Yeah, It's a Drink campaign marking Seedlip's 10-year anniversary and highlights Seedlip as a distilled non-alcoholic spirit focused on flavor, style, and social connection.
Activities include a social video filmed at Dorinda's Bluestone Manor and a public pop-up, the "Thirst Relievers" Dry January Pop-Up, serving complimentary Seedlip cocktails on Wednesday, January 14, 2026, 4:00–7:00pm ET at The Oculus, World Trade Center in New York. The program aims to support mindful drinking without sacrificing sophisticated drink experiences.
Diageo (NYSE:DEO) has agreed to sell its 65% holding in East African Breweries plc (EABL) and its 53.68% direct stake in UDVK to Asahi for estimated net proceeds after tax and transaction costs of $2.3bn. The deal implies an enterprise value for 100% of EABL of $4.8bn (c.17x adjusted EBITDA) and will de-lever Diageo by c.0.25x. Completion is subject to regulatory approvals and is expected in H2 2026. Diageo will enter long-term licensing and transitional service agreements to secure continued production and distribution of Guinness, selected spirits and ready-to-drink brands in East Africa. Fiscal year ended 30 June 2025 EABL metrics: $996m net sales, $258m EBITDA, $94m net income, and $229m net debt.
Mr Black Espresso Martini Fest returns for its fourth year, running September 29–October 5, 2025, featuring Espresso Martini celebrations at bars across the United States, Europe and China.
The festival spotlights the Espresso Martini—now the #2 cocktail in the U.S. per CGA by NIQ June 2025—and centers on Mr Black Cold Brew Coffee Liqueur, made with specialty Arabica beans and sold nationwide at a suggested retail price of $29.99 (750ml).
Events include neighborhood bar takeovers, city kickoff events, and curated bartender riffs; consumers 21+ are directed to the festival hub and @mrblackspirits on Instagram for participating venues and details.
Smirnoff ICE (NYSE: DEO) partnered with pop star Troye Sivan to launch a holiday campaign starting Dec 4, 2025 featuring a digital series, nationwide pop-up sampling events, and playful holiday gift boxes.
Key elements: a short digital film "Snowed in with Troye Sivan," limited ICONIC GIFT BOXES styled as surprises, pop-up samplings at select stores, and a consumer drop where 100 fans can win a holiday box by registering; giveaway runs 12/10–12/12 (U.S., 21+, void AK/HI/MD).
Product availability: Smirnoff ICE sold in 6-packs (11.2 oz) at $10.99 and 12-packs (11.2 oz) at $17.99; reminder to drink responsibly.
Ketel One (NYSE:DEO) reintroduced Patrick Schwarzenegger as its Spirit Advisor for a holiday campaign linking cocktail culture with film moments. The brand partners with AMC Networks and is the Official Vodka of the 2026 Sundance Film Festival, offering festival cocktail activations and a signature Ketel One Vodka Cocktail Collection including the Spirit Advisor's Espresso Martini variant, Après Noir.
The campaign features a nationwide Spirit Advisor Cocktail Kit via CocktailCourier.com and a consumer sweepstakes (12/1/2025–12/16/2025) awarding a 4-day trip to Sundance (1/22–1/25/2026). Sponsor: Diageo Americas.
Diageo (NYSE:DEO) brand Smirnoff returns as the Official Vodka Sponsor of the NFL for its fifth season and launches a new chapter of its "We Do Game Days" campaign to expand gameday culture beyond the field.
Highlights include limited-edition Smirnoff-commissioned merchandise from designers Aleali May, Gavin Mathieu and Kayla Jones with drop dates in early December, Jan. 12 and Jan. 21; a sweepstakes running 12/8/2025–1/23/2026 with a Super Bowl LX weekend trip prize; talent collaborations with Claire Kittle, Vernon Davis and others; and a digital WAG series "Wife'd Up, Mic'd Up." All promotions are for fans 21+ and emphasize responsible drinking.
Guinness (NYSE:DEO) announced a limited‑edition holiday collaboration with bakery Last Crumb on Nov 18, 2025 that pairs six handcrafted cookies with its iconic stout. The collection includes three cookies baked with Guinness flavors and three Last Crumb classics, sold as a $120 pre‑order box that includes six cookies, a collectible tin, and two 16 oz Guinness glasses. Nationwide shipping begins Nov 24 with restocks on Dec 2 and Dec 16. Additional holiday activations include a Las Vegas pop‑up (Dec 5–6), a $25,000 Guinness Gives Back donation program, limited‑edition cans, and brewery events on Black Friday and New Year’s Eve.
Guinness (DEO) and Last Crumb launched a limited-edition holiday cookie collection pairing six handcrafted cookies with Guinness Draught, available for pre-order Nov 18, 2025 for $120 with nationwide shipping from Nov 24, 2025.
The set includes three cookies baked with Guinness flavors (Pub Cookie, Twist & Stout, Not Your Nan's) plus three Last Crumb favorites (Barrel Roll, Peanut Butter Guinness Time, Midnight Snack), a collectible tin, and two 16 oz Guinness glasses. Two restocks are scheduled on Dec 2 and Dec 16.
Additional activations: a Las Vegas pop-up on Dec 5–6, limited-edition holiday cans, brewery events, and a Guinness Gives Back Fund donation up to $25,000.
Johnnie Walker (NYSE:DEO) relaunched its iconic Keep Walking global campaign on Nov 18, 2025, with a new creative film celebrating personal progress and perseverance.
The campaign centers on the word "keep", informed by social listening of over 97 million "keep" conversations and six themes: motivation, action, communication, emotion, success, and identity. The 30‑second hero film, directed by child. and Melina Matsoukas, premieres in North America and will roll out globally across streaming, digital, paid social, and OOH in 2026.
Johnnie Walker (NYSE:DEO) unveils the next chapter of its long-running “Keep Walking” global campaign on Nov 18, 2025, debuting a new 30‑second film and refreshed creative that centers on the power of the word “keep.”
The campaign—built from social listening of over 97 million “keep” conversations—identifies six themes (motivation, action, communication, emotion, success, identity) and celebrates everyday personal progress. The film, directed by child. and Melina Matsoukas, will debut in North America and roll out globally across streaming, digital, paid social, and out-of-home in 2026.