World Cup Chaos…

As Diageo this week calls the upcoming World Cup “critically important” for business, it’s a reminder of just how valuable major sporting moments still are for drinks brands.

Not necessarily because consumers are drinking more, but because occasions like the World Cup create shared moments where people actively want to come together, socialise and celebrate.

Summer sport now stretches far beyond what happens on the pitch. It’s BBQs, park screenings, hosting at home, RTDs in the cooler bag and the brands that become part of those occasions.

In an increasingly competitive market, global events like the World Cup still offer something that’s getting harder to find elsewhere: genuine cultural relevance at scale.

What’s also changed is how brands show up around these moments. Consumers expect more than sponsorship visibility - they want campaigns, experiences and activations that feel aligned with how they actually watch and enjoy sport.

That’s where things like talent partnerships, cultural voices and a clearer understanding of how fans actually engage - not just where they watch - will matter more than ever for brands looking to cut through.

With the World Cup on the horizon, we’re excited to see how both alcoholic and non-alcoholic brands make the most of the opportunity.