DIAGEO ARMCHAIR QUARTERBACK

In 2021 Diageo became the first-ever official spirit sponsor of the NFL. However, beer was still the #1 game day go-to. If we were going to get our spirits on the Game Day roster, we needed to change the long-standing culture of football watching. So we huddled up and studied how today’s fans were watching the game. Technology had made home-gating more convenient than ever, with fans opting to get all their needs delivered right to their door. But, when it came to delivery, beer was severely underperforming. Which opened a game-changing opportunity. With online beer sales fumbling, ecommerce was the perfect channel to intercept fans and convert them to spirits. We teamed up with the most popular e-tailers and created an ecommerce program that allowed shoppers to focus on the game while we put their favorite cocktails and spirits at arm’s reach.