New York, New York, May 21, 2019 – Diageo, global leader in beverage alcohol, has expanded its relationship with global brand extension licensing agency Beanstalk. In addition to its current work with Guinness, Baileys, Captain Morgan and Johnnie Walker, Beanstalk will now represent Crown Royal, Don Julio and Smirnoff in North America.
Beanstalk will seek best-in-class partners across several lifestyle and food categories to leverage each of the three brands’ unique equities, flavor and authenticity. Crown Royal, a Canadian whisky, will extend into key categories such as apparel and accessories, fashion collaborations, gifting, e-commerce, home bar, coffee and ready-to-drink beverages, chocolate and desserts. Don Julio, the world’s first luxury premium tequila, is rooted in its Mexican heritage and will extend into categories such as apparel and accessories, fashion collaborations, home bar and home décor. Smirnoff, the most awarded vodka brand in the world, will extend into accessible lifestyle and food categories.
“We are delighted to work with a growing number of Diageo’s highly regarded spirits brands. As a longtime client of our agency, we have worked with Diageo to build and grow the successful licensing programs for the brands we currently represent. We look forward to extending the reach of the Crown Royal, Don Julio and Smirnoff brands to provide consumers new ways to interact with these great brands,” says Allison Ames, President & CEO at Beanstalk.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.
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About Beanstalk
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.
Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.
The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a member of the DAS Group of Companies.
About the DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.