RAISE A GUINNESS, "THE WORLD'S CUP," TO SOCCER FANS EVERYWHERE THIS SUMMER
Rhea-AI Summary
Guinness (NYSE:DEO) is celebrating soccer’s big U.S. summer with a refreshed version of its classic 1990s “The world’s cup” campaign. As Official Beer of the Premier League, Guinness is highlighting pubs, bartenders and shared matchday rituals through limited-edition jerseys, special packaging and multi-city out-of-home and social content.
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News Market Reaction – DEO
In the May 18 session, DEO gained 2.56%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| May 14 | Flavored whiskey launch | Positive | -0.1% | Limited-time Seagram’s 7 Crown Apple Pie seasonal whiskey introduction. |
| May 12 | Non-alcoholic RTD launch | Positive | -1.1% | Ritual Zero Proof canned non-alcoholic cocktails debut across U.S. channels. |
| May 06 | RTD mini cans launch | Positive | +5.3% | The Cocktail Collection 100ml single-serve pre-mixed cocktail can rollout. |
| Apr 30 | Ultra-premium bourbon release | Positive | +4.2% | Launch of limited Stitzel Reserve 31-Year-Old on-site-only bourbon offering. |
| Apr 23 | World Cup music campaign | Positive | -0.1% | Buchanan’s FIFA World Cup 2026™ campaign with Rauw Alejandro collaboration. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent product and marketing launches often show mixed short-term reactions, with some campaigns aligning with positive price moves and others seeing slight pullbacks despite upbeat branding news.
Over the past months, DEO has focused on brand extensions and premium launches across its portfolio. Initiatives include flavored Seagram’s whiskey, non-alcoholic ready-to-drink Ritual Zero Proof cocktails, and The Cocktail Collection mini cans, alongside ultra-premium Stitzel Reserve 31-Year-Old Bourbon and a Buchanan’s FIFA World Cup 2026™ campaign. Price reactions have varied, with some innovations (e.g., on Apr 30 and May 6) coinciding with gains, while others saw modest declines.
Key Terms
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AI-generated analysis. How Rhea-AI works. Not financial advice.
Guinness celebrates the rituals, pubs and shared moments that make soccer more than a game, reimagining a classic Guinness ad from the 1990s, "The world's cup"
Rooted in generations of game day gatherings, Guinness has long been part of the way fans watch soccer around the world. From local pubs to living rooms, game day is about more than the final score. It's about the people beside you, the bartender who knows when the next round is coming, the friends you arrived with and the strangers who feel like teammates by the final whistle.
As soccer takes center stage across the
Today, more than three decades later, Guinness is still celebrating the moments that bring fans together — the pints, the pubs, the jerseys and the rituals that make watching the game feel bigger when shared. Because no matter who you support, how long you have followed the sport, or where you are watching from, there's always room for you with Guinness.
"Soccer is at its best when everyone feels part of it, and Guinness has always stood for that same spirit of togetherness," said Karissa Downer, Director of Guinness. "Whether you're an avid supporter or simply here for a good time, Guinness makes game day feel more welcoming, more connected and more memorable. With 'The world's cup,' we are celebrating the pubs, pints and bartenders who turn every match into a moment worth sharing. The beautiful game deserves a beautiful pint and a room full of fans to enjoy it with."
Guinness is bringing "The world's cup" to every corner of game day this summer.
- Guinness x ART OF Collaboration: The Art of Football meets the art of the pour in the form of a limited-edition jersey (only available in
North America ) built for this moment, when soccer culture will be shared around the world. Available for purchase at https://art-of.com/ starting June 8 for$81 - OOH & Social Series: Together, Guinness and Art of Football are spotlighting the stewards of game day: the bartenders and pub staff who make game days lovely, serving pints and creating a sense of connection that keeps fans coming back. Captured in their own spaces, donning the Art of Football jerseys and sharing their game day rituals, these individuals will be featured in content rolling out across out-of-home in
Atlanta ,Boston ,Philadelphia andSan Francisco and on social. - Limited-Edition Soccer Pack: Game days just got lovelier! Guinness Draught Stout is sporting a bold, new pack made for soccer's biggest summer with a design created by Sophia Yeshi, a
Brooklyn -based illustrator and designer specializing in creating impactful visual stories that champion diversity. Featuring the iconic Guinness black and cream contrasted with bold touches of green and blue, the cans are now available in 4-packs and 8-packs nationwide for a limited time.
Guinness has a few surprises still to reveal. Because every fan deserves a better view of the action, Guinness will soon unveil a limited-edition innovation built for the beautiful game. Follow @GuinnessUS to stay up to date on the latest.
Whether you're watching from a packed pub, your own living room or anywhere else fans gather, Guinness is raising "The world's cup" to the shared rituals that make soccer special. Because the game may divide loyalties, but the pint brings everyone together. Please sip responsibly.
Full suite of assets available here.
About Guinness North America
Established in 1759 when Arthur Guinness signed a 9,000 year lease on
About ART OF
Founded in 2013, Art of is a fan-led creative studio dedicated to preserving the culture of sport through the lens of art. Through distinctive merchandise and storytelling, the brand captures the moments that define the fan experience, elevating them, big and small, through the medium of art. From early collaborations with global names like Nike, Adidas and Guinness to securing licenses across the Premier League, Championship and European leagues, Art of has grown into a global platform for football culture and creativity. More information can be found at https://art-of.com
About Diageo
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
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:
Kelly Pepe, DIAGEO
kelly.pepe@diageo.com
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