Overview: The spirits industry is undergoing a significant shift as Diageo exits its five-year-old sponsorship with the National Football League (NFL). This move, coupled with Americans drinking more at home due to high prices of mixed drinks, signals a major opportunity for RTD canned cocktails. With 17% growth in 2025 and surpassing vodka as top-selling spirits category by volume in 2025, according to the Distilled Spirits Council of the U.S., brands like Surfside are leading the charge.
The Full Story
Diageo’s decision to exit its sponsorship with the NFL is a significant development in the spirits industry. The league’s first category sponsor, Diageo marketed its Crown Royal whiskey, Captain Morgan rum, Smirnoff vodka and other brands through this partnership. However, it appears that Diageo has quietly not renewed its contract after five years of activation.
The reasons behind this move are multifaceted. With the average price of mixed drinks hitting a sobering $13.61, Americans are opting to drink more at home rather than visiting taverns and restaurants. This shift in consumer behavior is having a direct impact on sales for spirits brands that traditionally rely on these channels.
Furthermore, Diageo’s recent FIFA World Cup sponsorship may have played a role in their decision not to renew with the NFL. The company has been known to innovate and explore new marketing opportunities, which could mean they are prioritizing other partnerships over the NFL deal.
Production & Profile
Crown Royal whiskey, a key brand within Diageo’s portfolio, is aged for 90 days in oak barrels. This process contributes to its distinctive flavor profile and rich character. Captain Morgan rum, on the other hand, undergoes a pot-still distillation process that adds depth and complexity to its taste.
RTD canned cocktails like Surfside are also gaining popularity due to their convenience and affordability. These pre-mixed drinks offer an easy way for consumers to enjoy cocktails at home without sacrificing quality or flavor.
Brand & Industry History
Crown Royal was first introduced in the 1930s as a gift from King George VI of England to his daughter, Princess Elizabeth (now Queen Elizabeth II). The brand has since become synonymous with luxury and refinement. Captain Morgan rum, on the other hand, dates back to the 17th century when it was originally marketed as a spiced rum.
The spirits industry is constantly evolving, driven by changing consumer preferences and market trends. Diageo’s exit from the NFL sponsorship marks an important turning point in this evolution.
What This Means
The shift away from traditional channels like taverns and restaurants towards at-home consumption has significant implications for spirits brands that rely on these sales. Brands like Surfside, which led the RTD canned cocktails segment with 17% growth in 2025, are poised to capitalize on this trend.
As Diageo exits its sponsorship with the NFL, other brands may see an opportunity to step into their shoes and take advantage of the growing demand for RTD canned cocktails. This could signal a new era for spirits marketing as companies adapt to changing consumer behavior and market trends.
Consumer Takeaway
The shift towards at-home consumption is driven by consumers looking for value, convenience, and quality in their beverages of choice. Brands that prioritize these factors will be well-positioned to capitalize on this trend.
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