How Diageo Is Building Global Brands Through Co-Creation, Culture, and Community
We sat down with Sophie Kelly, SVP of Global Tequila and Mezcal at Diageo. She’s known for building powerhouse brands like Don Julio and Casamigos, yet still brings a refreshingly real, culturally grounded approach to global marketing.
You’ve built iconic spirits brands. What’s your focus at Diageo right now?
I lead our global tequila and mezcal business; Don Julio, Casamigos, 21 Seeds, and more. My role is about building the most loved brands in the category, scaling them globally, and finding new ways to make them relevant in people’s lives. We’re constantly innovating, whether it’s launching canned margaritas, creating mini bottles for the Oscars, or introducing new brands like Lobos into the portfolio.
But at the heart of it all, I’m thinking: how do we meet the needs of consumer moments today and in the future? That means being externally focused out in the world, talking to bartenders, visiting restaurants and clubs, and understanding how the category can grow.
How do you think about culture as a global marketer—especially when everyone’s living in their own digital bubbles?
If our brands aren’t playing in culture, they won’t survive. Full stop. People are in their own corners of the internet now, living in microcultures. That’s the world we live in. But that doesn’t mean you can’t scale. You can—if you listen carefully and act with authenticity.
We do a lot of cultural listening. We look at the behaviors and rituals happening in communities, and then ask: is there something we can celebrate, elevate, or amplify?
What’s a good example of that in action?
One of my favorites is our Popeyes x Don Julio collab. We noticed that people were pairing Popeyes chicken sandwiches with Don Julio Reposado. Totally unexpected. Different price points, different images—but it was real.
So the team brought me the idea, and I said, “Is this real? Is this right for the brand?” And they said, “It’s happening organically, creators are driving it, and fans love it.” So we leaned in. We launched a limited menu, did custom merch, and activated during the Super Bowl in New Orleans. The merch sold out, and people were reselling it on eBay. Lines wrapped around the block. That’s what I mean by finding something small and scaling it.
Any other examples?
Día de Muertos is a massive celebration in Mexico, and it gave us a beautiful insight: make a day to honor those who have passed and make it a celebration. That resonated deeply.
We launched a global Don Julio Día de Muertos program across 33 markets. If you told me we’d activate that in India, I would’ve been skeptical—but we did. And they loved it. The team there even created an AI-generated parade projection, it was stunning. We worked with authentic creators to bring it to life in a way that made sense locally, and it became a new cultural moment for our brand.
You mentioned creators playing a big role in these ideas. What’s your philosophy on working with them?
It’s all about co-creation. That word is everything. These creators already love your brand. They already have a relationship with their community. You’re not just handing them a brief—you’re building something with them, for their audience and yours.
When we co-created with Peggy Gou—the biggest DJ in the world right now—it was so much more than a collab. She lives in the same occasion as Don Julio 1942: celebration, nightlife, fashion. We built a limited-edition bottle together, created merch, and launched a global pop-up experience in New York, London, Seoul, Miami, and Milan.
What were the results of that campaign?
Over 195 days of content were consumed in just eight weeks. That’s the ROI everyone talks about. It wasn’t just about impressions—it was about participation, relevance, and brand love. People showed up, they shared, they engaged. That’s what creators unlock when it’s done right.
So how do you know if a creator is the right fit?
I look at three things:
- Do they genuinely engage with our brand?
- Does their audience and platform intersect with our occasion or purpose?
- Is this a long-term relationship, or just a one-off?
With Peggy Gou, it wasn’t transactional. She was a fan first. She brought her style, her artifacts, and her community. It was a shared vision—and that’s what made it powerful.
What’s your personal For You Page look like?
Oh wow. It’s a mix of everything—friends, fashion, food, drink, events. I’m a big boater, so there’s definitely a lot of people jumping off boats. And my 16-year-old dachshund Matilda gets a lot of airtime, too.
If you were a creator, what would your content be about?
Provocative realism. I’d like to encourage people to be really real about their environment and who they are. I think there’s so much power in honesty. I guess that’s the Aussie in me.
What is the best advice for someone starting in marketing?
Be curious. But not in a surface-level way—really be externally focused. There’s no shortage of processes or people giving you opinions. Trust your gut, then find the data to back it up.
Also, become a brilliant storyteller. Whether it’s a pop-up, a campaign, or an AI experience—think: what story do I want to tell from this? Because when you tell a story, people remember it. They engage with it. If you’re just checking a box or making an asset, you’re not creating a moment.
As AI grows, how do you see it fitting into brand storytelling?
I don’t buy into this whole “AI or culture” thing. AI pulls from culture. So if your brand isn’t playing in it, there’s nothing to serve up.
We’ve used AI for things like our “What’s Your Tequila?” experience—basically a chat assistant to help people learn about tequila and how to make drinks. You’d be surprised—most people still need a tutorial for rum and Coke! Tools like that can be super helpful, but at the end of the day, you still need to be relevant in the world for people to care.
Last question: what’s the secret to staying relevant?
Listen. Show up. And co-create. That’s the only way to make marketing that feels like culture—not like an interruption.
For more from our Culture Creators series, head [here].
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