Kicking off the FIFA World Cup 2026™

The FIFA World Cup 2026™ isn’t just about football; it’s a global occasion. As the Official Spirits Supporter in the Americas, in a first-of-its-kind partnership, we’ll be present throughout the tournament for six weeks across all 16 host cities, connecting with consumers in the moments that matter as they come together to celebrate the wins and commiserate the losses.

We know that football, community and celebration naturally intersect - before kick-off, during the match and in the moments that follow. We will meet consumers in those moments: from tequila pop-ups in airports across the Americas, to fan festivals in host cities, margarita rivalries between the spicy versus the classic, and partnerships with pubs and bars from Mexico City to Vancouver and New York.

Every activation will be underpinned by our commitment to promoting responsible drinking and creating positive experiences for fans wherever they choose to enjoy the tournament. Whether you're hosting friends at home or raising a glass in a bar, small choices can make a big difference - enjoy food alongside drinks, pace yourself with water and non-alcoholic options, or measure serves accurately with our drinks calculator available for UK and US standard drink measurements.

The FIFA World Cup 2026™ extends far beyond the final whistle. Our collection of limited-edition bottles gives consumers across the Americas a lasting reminder of the tournament, with designs created for one of sport’s most iconic occasions.

The collection brings together Smirnoff, Don Julio, Buchanan’s, Casamigos and Johnnie Walker, each reimagining its distinctive look for the world’s biggest football stage.