Diageo and Casamigos Bring AI-Powered Personalization to FIFA World Cup 2026 Celebrations

NEW YORK, JUNE 2026 — Diageo is bringing personalization to one of the world’s biggest cultural moments with the Casamigos Amigos Bottle, an AI-powered bottle customization experience created for FIFA World Cup 2026 celebrations in the U.S.

The experience gives eligible consumers 21+ in select markets the opportunity to co-create a personalized Casamigos bottle design inspired by football iconography, match-day energy, customizable color palettes and the brand’s spirit of friendship. Once created digitally, the artwork is printed directly onto the bottle, turning Casamigos into a one-of-a-kind keepsake for gifting, hosting, collecting and sharing.

Casamigos Amigos Bottle reflects Diageo’s continued commitment to breakthrough innovation, physical experiences and personalization at scale. The platform combines guided consumer inputs, approved creative variables, AI-generated pattern systems and advanced bottle-printing technology to create designs that feel personal while remaining brand-safe and compliance-ready. For this activation, consumers do not use ungated, freeform generative AI; instead, designs are created from a predetermined suite of approved iconography and fixed templates. This is only made possible due to two innovation advancements, both in generative AI tools and on-demand direct-to-bottle printing, creating something truly as unique as your support for your team.

The launch builds on learnings from the 2025 Casamigos “The Amigos Bottle” pilot in California, where consumers embraced personalized bottles as a social and emotional experience. The pilot delivered an 85% end-to-end journey engagement rate, a 20% conversion rate, a 9.54/10 Net Promoter Score and strong retail sales uplift, including a 91% year-over-year unit sales increase at Total Wine during the activation period.

For FIFA World Cup 2026, Casamigos Amigos Bottle comes to life through two connected models:

In several cities, a mobile Casamigos Amigos Bottle trailer is visiting select retail locations, allowing consumers to purchase a bottle in-store, design their artwork through a guided digital experience and have the bottle printed on-site. The trailer model is designed to create a premium “wow” moment, where fans can see their bottle come to life in minutes using first-of-its-kind, high-fidelity rapid digital printing. The trailer has already visited Los Angeles (6/5-6/15) and is making its way through San Francisco (6/18-6/28) now, with Seattle (7/1-7/6) as its last stop.

In New York and New Jersey, consumers can access the experience online through TheBar.com, customize a bottle digitally and complete purchase through the e-commerce flow. Bottles are then printed through local finishing stations and shipped to consumers where legally permitted.

The activation is part of Diageo’s broader ambition to make the experience a scalable personalization platform across retail, e-commerce and cultural moments. The platform is designed to support multiple models, including individual co-creation, small-batch mini-drops and larger limited-edition drops where every bottle can be different.

The campaign is supported by a full-funnel marketing strategy across paid, owned and retail channels, with a focus on reaching consumers at the intersection of premium tequila, football fandom, gifting and collectible products.

Casamigos Amigos Bottle is available for a limited time during the FIFA World Cup 2026 activation period, with select retail and online availability in participating U.S. markets.

Consumers must be 21+ to participate. Availability, timing and fulfillment options vary by market and retailer.

To learn more and create your own personalized Casamigos bottle, visit TheBar.com and follow Diageo and Casamigos on Instagram for updates.