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.
Aviation American Gin (NYSE:DEO) launched its first flavor innovation in over two decades: Cranberry & Blood Orange Flavored Gin on February 26, 2026. The new permanent SKU blends tart cranberry and citrus-forward blood orange with Aviation's botanical profile for easy at-home cocktailing.
Co-owner Ryan Reynolds stars in a launch video; Diageo marketing highlights versatility across cocktails like the Bloody Good Mimosa, Blimey Fizz, and Crimson Cosmo. The product is available nationwide; more details at aviationgin.com and @AviationGin.
Captain Morgan (NYSE:DEO) capped the football season with coast-to-coast fan activations and a surprise Super Bowl LX experience in Gainesville, Florida on Feb. 10, 2026. The campaign, The Captain's Challenge, rallied 21+ fans at tailgates, featured TWINSICK and West Wilson, and activated San Francisco via "Speak Your Spice, Earn Your Stache."
The brand also presented the NFL Fan of the Year contest and staged gameday activations outside Levi's Stadium with cocktails, mini challenges, and fan photo moments.
Lagavulin (NYSE:DEO) introduces Lagavulin 11 Year Old Sweet Peat, its first new permanent expression in nine years, aged 11 years in first-fill American oak ex-bourbon casks. The whisky balances peat smoke with oak- and malt-derived sweetness, showing toffee apple, vanilla and gentle spice.
Available nationwide at select retailers for a suggested retail price of $69.99 (750mL), 43% Alc/Vol; awarded a Gold Medal at the 2025 San Francisco Wine & Spirits Competition.
Guinness (NYSE: DEO) partnered with Pro Football Hall of Famer Joe Montana on Feb. 5, 2026 for a volunteer event with SF-Marin Food Bank and launched a limited-edition Guinness Legends Lager to benefit local food security.
Legends Lager is a 4.3% ABV pale wheat lager sold in limited quantities in San Francisco (suggested retail $19.99) and at Guinness Open Gate Brewery locations in Chicago and Baltimore. Guinness will donate $5 per four-pack, up to $35,000, to SF-Marin Food Bank through the Guinness Gives Back program.
Diageo (NYSE:DEO) brand Smirnoff is activating its We Do Game Days platform at Super Bowl LX in San Francisco with fashion and culture programming and the final limited-edition merch drop from designer Aleali May on Jan. 21, 2026. The campaign includes a one-of-one varsity jacket prize unveiled on a converted San Francisco trolley, talent appearances, and multiple partner events including GLAAD Night of Pride, Sports Illustrated x Tight End University, The Female Quotient brunch with DraftKings, and the NFL Game Day Experience at Levi's Stadium.
Fans 21+ can enter the sweepstakes through 1/23/2026 for the jacket and a Super Bowl weekend trip; Smirnoff promotes responsible drinking and product availability nationwide.
Tequila Don Julio (NYSE: DEO) launched a limited-edition Tequila Don Julio 1942 Year of the Horse Edition bottle for Lunar New Year 2026, blending a Mexican ikat rebozo pattern with Chinese Zodiac horse symbolism. The 750ml SRP is $199.99, available at select retailers and online at SiegelmanStable.com while supplies last. The campaign features actor Ross Butler, a Siegelman Stable capsule collection designed by Max Siegelman (10% of net proceeds to The Asian American Foundation), a SoHo pop-up on Jan 23–24, 2026, and six Asia-based bartenders who created signature Lunar New Year cocktails using the 1942 Year of the Horse Edition.
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.
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.
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.