{"id":61669,"date":"2026-06-12T16:04:16","date_gmt":"2026-06-12T16:04:16","guid":{"rendered":"https:\/\/www.europesays.com\/britain\/61669\/"},"modified":"2026-06-12T16:04:16","modified_gmt":"2026-06-12T16:04:16","slug":"top-10-spirits-activations-for-the-world-cup","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/britain\/61669\/","title":{"rendered":"Top 10 spirits activations for the World Cup"},"content":{"rendered":"

In case you need a reminder, the 2026 Fifa World Cup kicks off tonight. From bottle designs to bar carts, here\u2019s how spirits brands are celebrating.<\/p>\n

\"Fifa\"FifaThe World Cup starts tonight with the final taking place on 19 July<\/p>\n

Football, football and more football.<\/p>\n

Tonight (11 June) sees Mexico and South Africa line up for the first match of the 37-day tournament, regarded by many as the world\u2019s biggest sporting occasion, and which will take place across North America in Mexico, Canada and the US.<\/p>\n

Diageo will serve as the tournament\u2019s official spirits supporter<\/a> and its core brands \u2013 including Don Julio, Casamigos and Buchanan\u2019s \u2013 have rights to logos, imagery and official events.<\/p>\n

Diageo\u2019s leaders have earmarked the World Cup as a \u2018critically important<\/a>\u2019 moment for the company, with chief financial officer Nik Jhangiani highlighting that this is \u201cthe first time a spirits producer is really supporting this\u201d. Don Julio and Casamigos, for instance, are at the heart of a mega travel retail push<\/a>.<\/p>\n

With that said, outside of Diageo, a few other brands have also caught a case of football fever and acted accordingly.<\/p>\n

Scroll below for 10 initiatives that spirits brands have put out in celebration of football and the World Cup.<\/p>\n

\"Don\"Don<\/p>\n

Don Julio got the ball rolling, mind the pun, when it introduced a limited edition bottle of 1942 in April<\/a> inspired by the World Cup trophy.<\/p>\n

The green and gold bottle is crowned with a malachite closure and features official Fifa World Cup 2026 marks to accentuate its status as a collectable for Tequila and football fans alike. Julian Garcia, vice-president of Don Julio at Diageo North America, said of the bottle, which retails in the US for US$225: \u201cIn creating this beautiful, limited edition bottle design, we set out to give fans a trophy of their own \u2013 one worthy of being raised in celebration of the iconic, once-in-a-lifetime moments that define the Fifa World Cup.\u201d<\/p>\n

Diageo also supported the bottle\u2019s launch \u2013 and Don Julio\u2019s involvement in the tournament \u2013 with a campaign starring former Brazilian star leftback Roberto Carlos and French striker Thierry Henry where the two football legends linked up to unveil the bottle and its miniature format in a cinematic TV spot.<\/p>\n

\"Casamigos\"Casamigos<\/p>\n

Casamigos, the tournament\u2019s official Tequila supporter<\/a>, tapped into the friendly rivalry aspect of football through a campaign that sported the tagline: \u2018Rivals in the game, Casamigos at the bar\u2019.<\/p>\n

Think a bit of light-hearted banter with friends rather than Brazil vs Argentina though.<\/p>\n

The initiative pitted the brand\u2019s two newly-launched bottled pre-mixed Margaritas against each other: Team Classic for the Classic Lime variant, and Team Spicy for its Spicy Marg. Two celebrity friends of the brand\u2019s brought the campaign to life; in Keegan-Michael Key, who is Team Classic (being a fan of the history and old rivalries), while Gabrielle Union is on Team Spicy, as she \u201cloves a little heat\u201d.<\/p>\n

The two products serve 10 cocktails and retail for US$21.99 each \u2013 ideal for when you\u2019re in need of whipping up some quick and easy matchday Margs. The brand will also engage fans throughout the tournament at host stadiums and official fan zones (featuring plenty of Casamigos Margaritas), plus a series of \u2018House of Friends\u2019 activations across host cities Toronto and Vancouver in Canada.<\/p>\n

\"\"\"\"<\/p>\n

While bearing no official affiliation with the tournament like all other non-Diageo brands, Bacard\u00ed released a limited bottle that you could safely associate with football and the global camaraderie around the sport.<\/p>\n

The bottle\u2019s artwork is stadium-inspired with a football and cheering fans in its centre, and also features foil and varnish detailing. The liquid within is Bacard\u00ed\u2019s Golden Rum, aged in toasted oak barrels and said to be \u2018ideal for mixing cocktails without overpowering them\u2019. The bottle retails in the US for an affordable US$12.99.<\/p>\n

Perhaps a few Mojitos to keep you going while watching four group stage games on the bounce?<\/p>\n

\"\"\"\"<\/p>\n

Getting in on the themed-bottle act was luxury Tequila brand Clase Azul<\/a>, which debuted a design that pays tribute to Mexico\u2019s role as co-host of the tournament.<\/p>\n

Named Spirit of Champions<\/a>, the ceramic bottle is finished in luminous ivory and traced with golden lines, while a golden cap crowns the piece. The brand\u2019s emblem then features at the bottle\u2019s centre, crafted with malachite inlays and accented in green and gold. As for the liquid, if you\u2019re bold enough to open it, it\u2019s a joven Tequila curated by master distiller Viridiana Tinoco.<\/p>\n

The blend consists primarily of Tequila aged for 28 months in French wooden vats made from fine-grain oak from the Forest of Tron\u00e7ais, complemented by a touch of unaged Tequila created exclusively for the release. It is priced at US$1,700 and limited to 10,000 one-litre decanters.<\/p>\n

\u201cThis limited edition is a tribute to the unique magic that emerges when different nations pursue the same trophy and, for 90 minutes, remind us that to feel intensely, collectively, is what makes us truly human,\u201d said Arturo Lomel\u00ed, Clase Azul founder and CEO.<\/p>\n

One for the fancy football fan\u2026<\/p>\n

\"\"\"\"<\/p>\n

Nothing against modern football, high presses, heat maps and the rest, but the 90s were simply iconic, as Master of Malt acknowledged with the launch of a label-led limited edition whisky range<\/a>.<\/p>\n

The nostalgic range from the independent bottler celebrated that era of the beautiful game and the moments and kits that came with; from Italia 90 when England and Ireland participated and bowed out to much heartbreak for their supporters, to France 1998, which marked the last time Scotland appeared at the tournament.<\/p>\n

The range features a five-strong squad including an Irish whiskey, although the nation unfortunately didn\u2019t qualify, as well as a 27-year-old single malt from Ben Nevis that was distilled in the month Scotland last played at a World Cup.<\/p>\n

\u201cWe created this range to celebrate two things that have always brought people together in a big way: world-class whisky and iconic football moments, \u201c said Sam Simmons, head of whisky at Master of Malt.<\/p>\n

\"World\"World<\/p>\n

In support of its recently released canned Lagerita<\/a>, The Drinks Bureau decided to serve up \u2018the lovechild\u2019 of a zesty Margarita and a crisp lager with \u2018a side of mischief\u2019.<\/p>\n

The mischief the pre-mixed cocktail brand speaks of is one of more than 100 beer hats that will be available over the World Cup. The hats allow for hands-free drinking, so you can cheer and gesture away without having to worry about your glass or any drinks spillage. Shoppers at UK grocer Morrisons will have a shot at winning the hat through an in-store \u2018scan-to-win\u2019 giveaway.<\/p>\n

\u201cI couldn\u2019t resist celebrating the launch with cheeky beer hats \u2013 I don\u2019t do subtle,\u201d said The Drinks Bureau founder Frankie Snobel.<\/p>\n

\"World\"World<\/p>\n

Not to be outdone by the Tequila brands, Diageo\u2019s blended Scotch whisky Buchanan\u2019s also unveiled a line of World Cup edition bottles to mark the tournament.<\/p>\n

Found on the packaging and bottles of its flagship 12-year-old and Pineapple expressions, the artwork was created by LA-based designers Kids of Immigrants, and features four unique designs. The idea was to celebrate the fields, streets and stadiums where football\u2019s energy pulses.<\/p>\n

Considering the brand\u2019s strong following in Latin America, Buchanan\u2019s has also partnered with Latin music star and Grammy nominee Rauw Alejandro. Together, they have invited fans for music-led celebrations that go \u2018well beyond the final whistle\u2019.<\/p>\n

In addition, Buchanan\u2019s has developed a signature serve for the tournament called the Buchanita, which mixes the brand\u2019s 12-year-old Deluxe Whisky with fresh pineapple juice.\u00a0 The cocktail will be available in a collectible souvenir cup at the Fifa Fan Festival and stadium experiences in participating host cities.<\/p>\n

\"World\"World<\/p>\n

BuzzBallz are everywhere these days \u2013 whisper it, but they\u2019re kind of taking over the world \u2013 and this will naturally include the World Cup.<\/p>\n

The Sazerac-owned ready-to-drink (RTD) brand has released an \u2018Around the World Bar Cart\u2019 that is shaped like the globe and can fit in each its new worldly SoccerBallz editions: the Caipi Crush (representing Brazil); Flags and Freedom (for the US) Fuego Tamarita (for Mexico) Pip Pip Punch (for England) Sol Siesta (for Spain); Smashentina (for Argentina); GOOOAAAAAAL Melon (for all countries); and Soccer Lime Rita (which is said to be \u2018soccer jersey-inspired\u2019).<\/p>\n

The cart is available in limited quantities for US$48 as there are 48 teams in this year\u2019s tournament, the most ever at a World Cup (fun fact). The cart itself is equipped with all the necessaries from interior lights to wheels and a pull-tap detail, while in the centre is \u2018a soccer ball-sized opening\u2019 for the Melon Boulder Buzzballz, described as a \u2018massive three-litre crowd pleaser\u2019.<\/p>\n

\u201cWe knew we had to supersize the party for the big tournament, so we\u2019re bringing fans our biggest, most shareable BuzzBallz format yet,\u201d said the brand\u2019s president Jess Scheerhorn.<\/p>\n

\"\"\"\"<\/p>\n

J Rieger & Co will be playing dedicated host over the World Cup in its home of Kansas City, which will see a number of teams and games including a quarter-final.<\/p>\n

The distillery has partnered with top Kansas City bars to invite fans on an app-guided \u2018Raise A Cup Cocktail\u2019 trail, showcasing both the local scene and Rieger\u2019s spirits-based cocktails. Furthermore, it will also host an exclusive bar at Union Station and has partnered with art gallery C\u00e9zanne for three pop-ups that celebrate football and its connection to the city and arts.<\/p>\n

And there\u2019s also a limited edition football-inspired bottle design on offer for the brand\u2019s Kansas City Whiskey. It was illustrated by local artist and winner of the distillery\u2019s Fifa World Cup Poster contest, Jadie Arnett, with availability at both the distillery and the Union Station bar.<\/p>\n

\u201cOur landmark distillery is the perfect starting point [for World Cup visitors] to discover Kansas City history on a whiskey tour, sipping spirits in the Monogram Lounge or relaxing with family at Electric Park Garden Bar,\u201d said co-founder Andy Rieger.<\/p>\n

\"Diageo\"Diageo<\/p>\n

Ahoy there\u2026<\/p>\n

Ahead of the World Cup final, which will be held at MetLife Stadium in New Jersey on 19 July, Don Julio will close the curtain on its tournament celebrations with one last hurrah involving a 200-foot megayacht.<\/p>\n

Running from 13-19 July, the megayacht will be docked at Chelsea Pier in Manhattan where next door at Pier 59, the waterfront area will be transformed into a \u2018luxury hospitality hub\u2019.<\/p>\n

Dubbed Port of Champions, the takeover\u2019s programming includes match-day parties, late-night celebrations, dining experiences, DJs and even \u2018intimate Tequila tastings\u2019 in an on-board speakeasy.<\/p>\n

Related news<\/p>\n

\n
\n World Cup to boost UK on-trade by 150%
\n <\/a>\n <\/p>\n

\n
\n Diageo readies Tequilas for World Cup travel retail takeover
\n <\/a>\n <\/p>\n

\n
\n World Cup ‘critically important\u2019 for Diageo
\n <\/a>\n <\/p>\n","protected":false},"excerpt":{"rendered":"In case you need a reminder, the 2026 Fifa World Cup kicks off tonight. From bottle designs to…\n","protected":false},"author":2,"featured_media":61670,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[21250],"tags":[29785,21567,4110,21568,4198,344,29786,13444],"class_list":["post-61669","post","type-post","status-publish","format-standard","has-post-thumbnail","category-diageo","tag-bacardi","tag-casamigos","tag-diageo","tag-don-julio","tag-marketing","tag-sports","tag-top-10","tag-world-cup"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116737990059279981","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/61669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=61669"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/61669\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/61670"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=61669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=61669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=61669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}