Diageo - DEO STOCK NEWS

Bulleit Frontier Whiskey has launched Bulleit Rye 10-Year-Old, a new permanent addition to its portfolio. This whiskey, along with Bulleit Bourbon 10-Year-Old, forms the new Bulleit 10-Year Aged Whiskeys range. The Rye 10-Year-Old maintains the 95% rye and 5% malted barley mash bill, aged for a minimum of 10 years in new charred American white oak barrels. It's bottled at 91.2 proof (45.6% ABV) and has already won awards, including a Gold Medal at the 2024 San Francisco World Spirits Competition.

The launch comes amid growth in the rye category, with Bulleit at the forefront since 2011. The new product follows recent releases like Bulleit American Single Malt and Batch 8 of Barrel Strength Bourbon. Bulleit Rye 10-Year-Old is now available nationwide for $49.99 per 750ml bottle.

Crown Royal and country music star Kane Brown celebrated the finale of Brown's 'In the Air' Tour with a special tribute to military veterans. The event, held on Sept. 14, 2024, at Globe Life Field in Arlington, Texas, marked the culmination of their partnership and the 'That Deserves a Crown with Kane Brown' contest.

The contest allowed fans to nominate veterans for a VIP experience at Brown's final concert. The grand-prize winner received an exclusive celebration, including rounds of golf, custom cocktails, and a toast from Brown. The evening concluded with an onstage tribute and Brown's performance.

This collaboration underscores Crown Royal's commitment to supporting the military community and its long-standing presence in country music. The brand has partnered with veteran-focused charities like CreatiVets and Packages from Home, supporting over 1 million service members.

Ketel One Family Made Vodka has become the world's first spirits brand to implement accessible QR codes (AQRs) on its packaging. This innovation, available on their ready-to-serve cocktails, allows easier product identification and access to information for consumers who are blind or have low vision. The AQRs can be detected by accessibility apps like Microsoft Seeing AI, Be My Eyes, and Envision, providing text-to-speech information about the product, allergens, and even recipe suggestions.

The AQRs will be found on Ketel One Vodka's bottled Espresso Martini and Cosmopolitan products from The Cocktail Collection, set to hit shelves this month. This initiative aligns with Ketel One's commitment to inclusivity and advancing cocktail culture. Carl Nolet Jr., 11th generation family member, expressed pride in this innovation, which aims to provide greater choice for all consumers through accessible product information.

Bulleit Frontier Whiskey launches its largest US brand campaign, 'We Aren't Made To Be Still', emphasizing relentless experimentation and innovation in American whiskey. The campaign features 15-second vignettes showcasing restlessness and movement, rolling out across various media platforms. It aligns with Bulleit's recent product innovations, including Bulleit American Single Malt, Rye 12 Year Old, and Batch 8 Barrel Strength Bourbon.

The brand's commitment to sustainability is highlighted through its use of recycled glass bottles and carbon-neutral distillery operations. Bulleit's history of experimentation is exemplified by its Frontier Works platform, which created the world's largest 3D printed bar in 2018. The campaign aims to connect with consumers who embody the 'Frontier mindset' and push boundaries in various fields, including food culture.

Mr Black Espresso Martini Fest returns for its third year from September 19-29, 2024, featuring over 250 bars nationwide. The event celebrates the Espresso Martini's rising popularity, which has seen a 50% growth over the previous year and is now the fourth most popular cocktail in the US. Mr Black Cold Brew Coffee Liqueur, known for its rich flavor and smooth finish, is the key ingredient in these cocktails.

The festival showcases both classic recipes and innovative twists, with participating venues in major cities like New York, Los Angeles, Austin, and Miami. Special events, tastings, and demonstrations will be offered, providing an immersive experience for attendees. The festival aims to highlight the versatility of the Espresso Martini and the artistry of mixology.

Captain Morgan, the Official Spiced Rum Sponsor of the NFL, is launching year two of its 'Follow the Captain' scavenger hunt. This epic adventure offers fans the chance to win legendary prizes throughout the NFL season and beyond. Participants can join by scanning QR codes at various locations, including bars, liquor stores, and stadiums.

The campaign kicks off with a unique 'sailgate' event in NYC on September 26, featuring Super Bowl champion Victor Cruz and a performance by rapper Aminé. Throughout the season, Captain Morgan will offer experiences like VIP stadium tours, meet-and-greets with NFL legends, and prime game seats. The ultimate prize is a trip to Super Bowl LIX in New Orleans.

Captain Morgan is also planning special events around Friendsgiving, a -edition merchandise collaboration, and a significant presence in New Orleans during Super Bowl week. The campaign aims to enhance the gameday experience for fans across various sports, not just NFL.

Johnnie Walker, the world's top blended Scotch whisky, is launching a series of partnerships to attract new whisky drinkers and expand its cultural impact. As the Official Spirits Partner of the 76th Emmy® Awards, the brand is collaborating with Emmy-winning actor Ebon Moss-Bachrach, chef Courtney Storer, and mixologist Charles Joly to create unique Blue Label cocktail pairings.

The trio has developed three unexpected pairings: a Caramelized Onion Burger with 'Elegance In Motion' cocktail, Steak Frites Bite with 'Dressed For Success' cocktail, and a Chicago-Style Burger with 'Lights, Coffee, Action!' cocktail. These pairings aim to showcase Blue Label's versatility and redefine whisky occasions.

Johnnie Walker is also introducing the 'Blue List', a curated selection of bars and restaurants nationwide where fans can enjoy these inspired pairings. The brand's initiative seeks to position Blue Label as a staple for both momentous milestones and everyday celebrations.

Crown Royal, the Official Whisky Sponsor of the NFL, launches its 'Kick Off with Crown' (KOWC) program for the fourth year with the unveiling of the Crown Royal Rig. This 18-wheeler will tour 10 NFL cities, offering fans an epic tailgate experience while supporting the military charity Packages from Home. The tour kicks off on September 5th at GEHA Field at Arrowhead Stadium with Chiefs super fan Rob Riggle and NFL Hall-Of-Famer Tony Gonzalez.

Fans can participate in the Purple Bag Project, track bags packed, and enter the Crown Royal Rig Super Bowl Sweepstakes for a chance to win Super Bowl LIX tickets at kickoffwithcrown.com. The campaign aims to spread generosity and give back to military personnel through its partnership with Packages from Home.

Baileys introduces a new -edition Cinnamon Churros Irish Cream Liqueur, blending smooth Irish Cream, Irish Whisky, cinnamon, and vanilla notes. This innovative product transforms the classic churro pastry into a sippable treat, aligning with Baileys' 50th anniversary of championing adult indulgence. The launch is accompanied by a 'Don't Churro Solo' campaign, encouraging shared experiences. Available now at a suggested retail price of $24.99 for a 750ml bottle, while supplies last. The release showcases Diageo's (NYSE: DEO) continued innovation in the spirits market, potentially impacting its market position and sales in the liqueur category.