Diageo readies Tequilas for World Cup travel retail takeover
Drinks giant Diageo has unveiled its travel retail plan for its flagship Tequila brands, Don Julio and Casamigos, ahead of the Fifa World Cup.
Diageo is the official spirits supporter of the football tournament, which kicks off in June.
For the tournament, which the company has earmarked as ‘critically important’ for its strategy this year, Diageo has readied more than 100 activations across 34 airports for Don Julio and Casamigos.
Launching in June, the activations will appear across North and South America, as well as the tournament’s host cities in Canada, Mexico and the US.
Diageo’s managing director of global travel, Andrew Cowan, said: “Our partnership with the Fifa World Cup 2026 offers an unparalleled opportunity to engage consumers during a truly global cultural moment.
“By placing Don Julio and Casamigos at the centre of this celebration through standout activations and memorable experiences, we aim to capture the energy of the tournament and elevate how travellers discover and enjoy Tequila.”
The activations are aimed at engaging and educating travellers in Tequila through fan-focused, immersive experiences. Some will take over the region’s biggest travel hubs.
For instance at JFK Airport in New York, a Casamigos ‘Frenemy Zone’ will offer a foosball table and cocktail bar, while a Don Julio experiential space at Mexico City International Airport will feature a luxury ‘golden trophy’ podium and exclusive bottle personalisation.
Meanwhile in Cancun, travellers will find a digital in-store takeover and Don Julio 1942 bottle personalisation exclusive to the airport, alongside the Don Julio 1942 Fifa World Cup Edition bottle.
The bottle will also be available to purchase at major airports in the US, Canada and Mexico in 750ml or 50ml miniature formats.
Additionally, branded Don Julio cups and reversible Casamigos bucket hats can be purchased at key travel retail locations.
Diageo will also use the travel retail push to showcase Tequila-based cocktails to travellers. This will include spotlighting an exclusive serve inspired by the three host countries, called Casamigos Rivalrita.
Diageo’s global travel retail arm has partnered with Avolta on the experiences.
Global head of liquor at Avolta, David de Miguel, added: “Moments like this allow us to connect brands with travellers in a relevant and timely way, using our scale and locations to create experiences that are both commercially effective and engaging.
“This is a strong example of how we work with partners to enhance the traveller journey and support category growth.”
Diageo’s spirits sales fell by 15.4.% in the US in its third quarter, with its Tequila business suffering a double-digit decline.
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