Diageo vs Pernod Ricard

Astral Tequila launches Practical Magic micro‑drama series

Astral Tequila has launched a five-part branded micro‑drama titled “It’s Midnight Somewhere,” a social‑first campaign tied to the Practical Magic 2 film. The series (episode one titled “Midnight Meetings”) stars real‑life sisters Brooks and Grace Ann Nader, was created in partnership with Merman and directed by Madelaine Turner, and names Warner Bros as entertainment partner. Episodes and a teaser roll out across short‑form social platforms from August 26, 2026. The campaign includes an experiential ‘It’s Midnight Somewhere’ margarita tour with stops including Boston’s Tall Ship, Salem Witch Fest, Chicago’s Edgewater Festival, Coney Island Fireworks in Brooklyn and an AMC cinema in New York, alongside an on‑trade rollout of the Astral Midnight Margarita. Diageo North America’s Jenn Rapp frames the work as a major brand moment combining entertainment, content, experiential and influencer storytelling.

• Astral Tequila launched a five‑part Practical Magic 2 micro‑drama called “It’s Midnight Somewhere” (episode one titled “Midnight Meetings”).
• The series stars Brooks Nader and Grace Ann Nader and was created in partnership with Merman; it was directed by Madelaine Turner.
• Warner Bros is listed as the entertainment partner and the campaign is tied to Practical Magic 2, due September 10, 2026.

Captain Morgan Sponsors Borussia Dortmund

Diageo's rum brand Captain Morgan will become an "Official Partner" of Borussia Dortmund under an initial three-year agreement, effective from the 2026/27 Bundesliga season. The partnership includes matchday brand activations, special-edition products, nationwide retail and gastronomy promotions, digital content, out-of-home and experiential formats such as watch-parties and stadium hospitality; exclusive rights for these activations were agreed. Diageo frames the move as part of Captain Morgan's expanding presence in international sports, citing prior partnerships in North America. The article was published on MEEDIA on 2026-08-26 by Reiner Kepler.

• Captain Morgan (a Diageo brand) will be an "Official Partner" of Borussia Dortmund starting in the 2026/27 Bundesliga season.
• The partnership is initially planned for three years and includes matchday activations, special editions, nationwide retail and gastronomy promotions, and digital content.
• Exclusive rights were agreed for out-of-home and experiential formats including watch-parties and stadium hospitality.

Diageo launches $1bn cost-cutting programme

Diageo reported net sales of $19.6bn for the year ending June 2026, a 2% decline, while operating profit rose 2%. Its initial 'Accelerate' cost programme delivered $540m in savings, including $230m from advertising, promotions and trade investment driven by reduced development costs, more efficient targeting and "smart media buying." The company has now announced a second cost-reduction plan aiming to save $1bn over the next three years and will incur $1.2bn of restructuring costs ($1.1bn to overhaul its operational framework and $100m for supply-chain changes). CEO Dave Lewis said brands are not for sale and ad spend as a percentage of net sales has fallen from 18% to 16%. Diageo's share price rose about 8% after the announcement.

• Diageo posted net sales of $19.6bn for the year ending June 2026, a 2% decline.
• Operating profit grew 2% year-on-year.
• The 'Accelerate' programme delivered $540m in savings, including $230m from advertising, promotions and trade investment.

Pernod Ricard Files 2025/26 Universal Registration Document and Reports FY26 Full-year Sales and Results

New press releases and publications include the filing of the 2025/26 Universal Registration Document (16/09/2026) and the FY26 Full-year Sales and Results (27/08/2026), along with an upcoming Q1 FY27 Sales event on 15 October 2026.

Jamiroquai Recreates 'Virtual Insanity' for Beefeater 0.0%

Beefeater partnered with Jamiroquai to recreate the 'Virtual Insanity' video for its alcohol-free Beefeater 0.0, timed with the song's 30th anniversary. Lucky Generals conceived the campaign; the 122-second hero film was directed by Paris duo Julien & Quentin and produced by Magna Studios, with frontman Jay Kay choreographing. The production eschewed CGI and AI, building nine physically moving rooms and relying on in-camera choreography and set design. Launched online in July, the campaign positions 0.0 as a moderation choice—leaning on the 'zebra striping' trend—and runs across key markets including the UK, Spain and Italy. Support includes social and Out-of-Home activity, influencer and community engagement (Reddit, Discord), bespoke bottles, a video-game element and behind-the-scenes content; Francesco Ottaviano of Pernod Ricard framed the effort as promoting moderate drinking.

• Beefeater partnered with Jamiroquai to recreate 'Virtual Insanity' for Beefeater 0.0 on the song's 30th anniversary.
• Campaign conceived by Lucky Generals; 122-second film directed by Julien & Quentin and produced by Magna Studios; Jay Kay choreographed.
• Production used nine physically moving rooms and in-camera choreography; no CGI or AI.