Diageo’s Bold New Mix: Redefining Spirits Marketing Beyond Boundaries

Diageo, the global powerhouse behind Smirnoff, Johnnie Walker, and Don Julio, is shaking up the spirits industry with a forward-thinking marketing strategy that looks beyond traditional boundaries. Under the leadership of Ursula Mejía Melgar, Diageo’s GB Marketing and Innovation Director, the company is blending inspiration from “adjacent categories” to create fresh opportunities for consumers and redefine what drinking occasions can be.

Diageo is reimagining the future of drinks through innovation and cross-category inspiration.

Mejía Melgar, who previously led Diageo’s Southern Europe marketing, believes innovation is not just a growth driver but a way to stay culturally relevant. By studying trends in adjacent sectors like soft drinks, coffee, and even snacking, Diageo aims to meet the evolving preferences of a generation seeking diversity and convenience in their drinking experiences.

Adding to this strategy, Diageo is making a strong push into the ready-to-drink (RTD) segment—a fast-growing area in the UK. Kirsten McPherson, joining from Mondelez, will head this new division as Diageo’s first RTD Marketing Director.

With its dynamic mix of innovation, consumer insight, and cross-industry creativity, Diageo’s marketing vision goes beyond selling spirits—it’s about reshaping how the world experiences them, one sip at a time.

Diageo is redefining spirits marketing by drawing inspiration from adjacent categories for bold, innovative campaigns.