To celebrate its role as the Official Spirits Supporter of the FIFA World Cup 2026, Diageo Global Travel is transforming major travel retail locations across the Americas into vibrant destinations of discovery throughout the tournament. Showcasing flagship brands Don Julio and Casamigos tequilas, more than 100 high-impact activations will feature across 34 airports throughout North and South America, from Guayaquil to Santo Domingo and all the host cities across Canada, Mexico and USA.
Diageo Global Travel has partnered with its customers including Avolta, to deliver these activations. They will feature immersive, fan-focused experiences designed to educate and engage travelers on the tequila category and celebrate the cultural energy of the tournament.
Key activations include:
- New York JFK Airport: The Casamigos “Frenemy Zone”, launching in June, an interactive space centered on friendly rivalry, complete with a foosball table and cocktail bar.
- Mexico City International Airport – T1: A Don Julio experiential space featuring a luxury ‘golden trophy’ podium and exclusive bottle personalization launching in June.
- Mexico City International Airport – T2: A Don Julio takeover featuring an immersive football simulator experience launching in June.
- Cancun International Airport: A digital instore takeover and Don Julio 1942 bottle personalization exclusive to Cancun, alongside the Don Julio 1942 FIFA World Cup Edition.
The activations will place tequila firmly at the heart of the world’s biggest sporting moment, says the company.
“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 center of this celebration through standout activations and memorable experiences, we aim to capture the energy of the tournament and elevate how travelers discover and enjoy tequila,” says Andrew Cowan, Managing Director, Diageo Global Travel.
Sampling will be used to spotlight signature tequila-based drinks, including the Casamigos Rivalrita, an exclusive serve inspired by the three host countries, aiming to educate and inspire traveling consumers on how to create a perfectly crafted cocktail at home or on their trip. Gifting initiatives will also feature at key travel retail locations, including branded thermic Don Julio cups and reversible Casamigos bucket hats.
As an Official FIFA World Cup 2026 Supporter, Tequila Don Julio kicked off the celebrations to mark the tournament with the launch of a limited-edition Don Julio 1942 bottle. The design is inspired by the iconic FIFA World Cup trophy, featuring a gold finish and a malachite closure.
The limited-edition Don Julio 1942 FIFA World Cup 2026 bottle will also be available to purchase at major airports in the USA, Canada and Mexico from April onwards.
“We are pleased to partner with Diageo Global Travel to deliver these activations across our network during the FIFA World Cup 2026. Moments like this allow us to connect brands with travelers 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 traveler journey and support category growth,” says David de Miguel, Global Head of Liquor, Avolta.
