Industry News

Diageo Roundup: Fall 2021

Diageo Fall Roundup Header

Oct. 20, 2021

There’s never a slow season for our friends at Diageo, and this fall is a perfect example of how they’re keeping busy and engaging consumers every day. Let’s take a look at some of the big moves this spirits powerhouse is making to win over your customers. From the silver screen to the football field, to small businesses and the entire planet, Diageo is making waves.

Shaking up the business

James Bond’s cocktail order is arguably the most famous drink in popular culture, and this year being made with Smirnoff in the 25th 007 film, "No Time to Die." Proving that it really is the vodka for everyone, including super spies, Smirnoff is the official vodka for the film. To mark the occasion, Smirnoff has released a new campaign, “There’s a Spy in Everyone,” with global video support for TV, video-on-demand (VOD), Digital, Social and PR outreach.

"To have Smirnoff No. 21 make its return in "No Time To Die" as an Official Partner is a testament to the brand's ability to thrive and grow," said Sarah Shimmons, Smirnoff Global Marketing Director. "From the brand's beginnings in Russia more than 155 years ago to being at the forefront of the 1950's U.S. cocktail revolution, Smirnoff is the world's number one vodka for everyone, everywhere. To be featured in the 'shaken not stirred' scene in the new James Bond film is the next chapter in our incredible brand journey."

For the film nerds: Smirnoff was also a part of Bond’s drink order in the first film, "Dr. No, 59" years ago.

"No Time To Die" is out in theaters now; the “There’s a Spy in Everyone” campaign is live.

Crown Royal kicks off salute to heroes

Our friends at Crown Royal are the first-ever whisky sponsor for the National Football League, and they’re using the platform to highlight the courage and devotion of unsung heroes all around us. This season, Crown Royal and Diageo are turning game day into a giving day through their Kick Off with Crown Royal program. They are paying tribute to “those who show up for us each game day,” including those in the hospitality industry and members of the military.

“The NFL has a proven track record in uniting fans through their efforts supporting local communities, which ties perfectly into our mission to give back and inspire generosity,” said Sophie Kelly, SVP of Whiskies, Diageo North America. “While on game day fans proudly celebrate those on the field, we believe the communities who make game day what it is off the field deserve equal recognition.”

The program kicked off with a special industry appreciation night in Dallas, with appearances by DeMarcus Ware and country star Riley Green, as well as an announcement about Crown Royal’s $50,000 donation to the Southern Smoke Foundation, which financially supports individuals in the food and beverage industry in need. It’s part of Crown Royal’s year-long commitment to donate $1 million dollars via the Crown Royal Generosity Fund, a donor advised fund, to national and local charities.

Be on the lookout for future “Nights of Service” to benefit hospitality and stadium workers and military veterans, who Crown Royal has supported for over a decade through The Purple Bag Project.

Support your local drinkslinger

Bulleit Frontier Whiskey has long benefited from a close relationship with bartenders and independent establishments throughout the country, and now they have a program to help support these vital institutions and artists. Their “Local Bars Sundays” initiative provides promotional support for independent bars, as well as the opportunity for patrons to get their first round of Bulleit paid for through the “First Drink’s on Us” rebate, through the end of 2021.

Adult consumers (+21) who enjoy Bulleit Frontier Whiskey (costing at least $10.01, pre-tax) from their favorite local bar or restaurant in qualifying states will be reimbursed for any Bulleit drink they order. (for legal and logistical details, check out the press release)

“Local bars and restaurants are a reflection of the vibrant and diverse communities they serve and have been the backdrop to some of life's most important celebrations.” said Ricky Collett, Global and U.S. Brand Director of Bulleit Frontier Whiskey, Diageo North America. “We’re proud to launch an initiative that reminds consumers of the importance of supporting their local establishments and communities.”

This campaign will be supported through national TV, digital, and social media content featuring real bartenders, interactive media to help consumers locate neighborhood bars in their area, in-person sampling events where allowed, and a bartender education program.

Seeing green

Encouraging news about the environment is always welcome, and Diageo is supplying some this season. Recently, Diageo announced a set of goals for greenhouse gas reductions for the company to meet by 2030. The goals were lofty, but attainable, and they have recently been validated by climate scientists as meeting the criteria for the 1.5 degree Celsius pathway.

In November 2020, Diageo announced a range of 25 bold and ambitious goals in its Society 2030: Spirit of Progress plan, in alignment with the United Nations Sustainable Development Goals (SDGs), including “pioneering grain-to-glass sustainability.”

In that spirit, Diageo committed to reducing absolute scope 1 and 2 GHG emissions 100% by FY2030, to reducing absolute scope 3 GHG emissions 50% within the same time frame, and to increase annual sourcing of renewable electricity from 66% in FY2020 to 100% by FY2030.

Dr. Kirstie McIntyre, Global Sustainability Director, Diageo PLC, said: "We are passionate about protecting the future of the planet. This demonstrates that our carbon targets are going much further than the required minimum in this critical decade of action to 2030."

Start walking

Johnnie Walker is famous for many reasons, such as their incredible blends, the iconic square bottles, and their timeless slogan, “Keep Walking.” Now, those unforgettable two words are giving rise to a new campaign aimed at reminding us all to keep moving forward towards a better future together.

The campaign features a TV and digital ad featuring an energetic and vibrant anthem that inspires listeners to get back on their feet and start moving again. The new anthem is an infectious, feel good mash-up of famous songs all about walking,” including samples from Run DMC and Aerosmith's “Walk this Way,” Loretta Lynn's “These Boots Are Made for Walking” and Lou Reed's “Walk on the Wild Side.”

Julie Bramham, Johnnie Walker Global Brand Director, said: "Johnnie Walker has always been defiantly optimistic and a beacon of progress — that's what Keep Walking is all about.” She added, "’Keep Walking’ is two little words that say so much about positivity, possibility and resilience."

Diageo’s uplifting fall

Each of these stories provides a great opportunity to leverage Diageo’s work into a new win for your business, whether by sharing new ads, bringing in new and returning customers, or providing new talking points for conversations with consumers. Connect with us to find out more about how Diageo can help your business this fall.