The deal expands Diageo’s relationship with Beanstalk, which previously included Guinness, Baileys, Captain Morgan and Johnnie Walker. Beanstalk will pursue licensing agreements in categories including:
- Apparel and accessories, fashion collaborations, gifting, e-commerce, home bar, coffee and ready-to-drink beverages, chocolate and desserts (Crown Royal);
- Apparel and accessories, fashion collaborations, home bar and home décor (Don Julio) and
- Accessible lifestyle and food categories (Smirnoff).
“We are delighted to work with a growing number of Diageo’s highly regarded spirits brands,” says Allison Ames, president and chief executive officer, Beanstalk. “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.”