Following the landmark success of George Clooney’s tequila brand Casamigos, a crop of celebrities have tried to mimic its popularity with their own labels in the US. But can the trend last and hold up against small label, craft tequilas?
Drinks giant Diageo has ramped up its start-up support programme by acquiring a majority stake in Seedlip, the “world’s first” distilled non-alcoholic spirit.
US-based wedding registry and e-commerce company Zola has teamed up with Diageo to develop a line of cocktails kits and gifts for the summer wedding season.
The first day of summer in the Northern Hemisphere is June 21, and the alcoholic beverage industry in the US is ready with a bevy of seasonal launches, promotional campaigns and refreshed packaging.
Over the past decade, the beverage category has been defined by the millennial generation, driven by local craft brands. The 2020s are expected to be shaped by Gen Z, with further digitization of brands using smart technology.
Diageo's beer brands will replace plastic ring carriers and shrink wrap with recyclable and biodegradable cardboard: the equivalent of removing 40 million plastic bottles from the world.
Diageo is bringing whisky tasting to the home with a voice activation pilot through Amazon Alexa Skill, to make its Talisker brand, produced on the Isle of Skye, accessible to more people.
Diageo’s Bundaberg Rum has partnered with milk and dairy brand Pauls to launch three Christmas products; Pauls Bundaberg Rum Premium Rumball Custard; Pauls Bundaberg Rum Premium Vanilla Rum Custard; and Pauls Bundaberg Rum Flavoured Egg Nog.
By 2022, global market intelligence firm IDC forecasts that 80% of enterprise revenue growth will depend directly on digital offerings and operations. And yet alcohol is trailing most other sectors when it comes to digital, write Jon Reay of Rewrite Digital.
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