Podcast Summary: The Big Impression Episode: Diageo’s Sophie Kelly on why great brand-building starts offline
Release Date: August 6, 2025

Introduction

In this episode of The Big Impression, hosts Damian Fowler and Ilise Liffreing delve into the dynamic world of Tequila and Mezcal with Sophie Kelly, Senior Vice President of Global Tequila and Mezcal Categories at Diageo. Sophie brings her extensive experience in leading strategies for some of the world's most iconic tequila brands, discussing how Diageo navigates growth, cultural shifts, and evolving consumer connections with celebration.

Diageo's Approach to Tequila and Mezcal

Sophie Kelly emphasizes the significance of creating memorable experiences for consumers. She states, “[Our moment of consumption is normally when people are out socializing, trying to have the best times of their lives, right?]” (01:13). Whether it's celebrating birthdays, weddings, or attending festivals like Cannes, Diageo focuses on embedding their brands into these special moments.

Recent Campaigns and Cultural Collaborations

One of the standout campaigns Sophie discusses is the collaboration with Peggy Gou, a globally renowned DJ and fashion icon. This partnership led to the creation of the 1942 Goo limited edition, blending luxury with cultural artistry. Sophie narrates, “We approached her and said, any interest in creating a 1942 special limited edition with us? And she was blown away. She was like, yes, but, you know, can I design the product? Can I design the experience? Can it be global? Can it travel? Can it be teased? We said yes to all of the above” (02:08).

The campaign spanned multiple cities, from Miami to Hong Kong, each featuring unique pop-up experiences tailored to Peggy Gou’s influence. For instance, New York saw a pop-up souvenir store in a car park, Milan hosted it in a piazza, and Hong Kong featured a hot pot pop-up. Sophie highlights the strategic element of teasing the campaign across different locations to build anticipation: “We started to tease the collaboration, which was called the 1942 Goo... and that’s a really important element because we changed the logo of 1942 to be 1942 Goo” (03:15).

Marketing Channels and Strategies

While Sophie acknowledges the importance of out-of-home (OOH) marketing, she elaborates on a multi-channel approach that includes digital platforms, static advertising, and live experiences. “[Digital. It was static. It was experiences, real-life experiences, and most importantly, actions, you know, doing something, not just talking about it...]” (04:19). The campaign encouraged consumers to collect branded artifacts, create and share content, and engage with influencers, thereby amplifying the reach organically.

Growth and Market Insights

Tequila is experiencing a significant surge, with Sophie noting, “800 new craft brands have been launched into tequila in the last, I don't know, two years” (05:40). She compares the current tequila boom to the rise of North American whiskeys and bourbons over the past five to six years. This expansion is driven by strong branding, bartender endorsements, and the introduction of versatile tequila options suitable for various occasions.

Sophie underscores tequila’s versatility beyond traditional shots, highlighting its integration into sophisticated cocktails like mezcal negronis and espresso martinis. “We have this huge explosion in aged tequilas which are really sourcing from whiskey moments and rituals as well as kind of the versatility of tequila” (11:43).

Key Takeaways and Metrics

The campaign’s success is evident through impressive metrics. Sophie shares, “[Our consumers had watched over 190 days of content. We got up to 9 billion impressions, which is pretty extraordinary]” (07:26). She credits the blend of cultural collaboration, engaging experiences, and effective distribution strategies for these standout numbers. Additionally, Sophie points out unexpected insights, such as the high engagement hours and the global scalability of localized experiences: “[This relationship started in Singapore and then we cultivated it and then we were able to scale it globally, but also make it extremely local to that market]” (09:46).

Lessons in Cultural Storytelling

A consistent lesson Sophie emphasizes is the importance of authentic cultural storytelling. “Work with people who love your brand. Listen to what's happening with your brand and culture, and then add to that. Enhance the experience. Don't interrupt it and don't make it up. And don't play where you don't have a right to play” (12:22). This philosophy ensures that brand narratives resonate genuinely with audiences and contribute meaningfully to the cultural landscape.

Favorite Drinks and Brand Inspirations

When asked about her favorite drinks, Sophie shares her preferences, highlighting products from Diageo’s portfolio: “You know what I am a Don Julio or a Casamingos reposado on rocks with a slice of orange. I love my 1942, but, you know, so they're mine” (12:59).

She also admires non-spirits brands that excel in emotional and cultural connections, mentioning La Booboo for their engaging monster icons that adorn consumer products: “They are little kind of monster icons that everybody is hanging off their bags. I just love it” (12:44).

Conclusion

Sophie Kelly's insights reveal that successful brand-building in the Tequila and Mezcal space hinges on creating immersive, culturally resonant experiences that extend beyond traditional marketing. By blending luxury with accessibility, leveraging global collaborations, and embracing versatile product offerings, Diageo is effectively positioning its tequila brands as cultural icons. As Sophie aptly summarizes, the key is to enhance existing cultural narratives authentically and provide consumers with meaningful ways to engage and celebrate.

Notable Quotes:

• “Our moment of consumption is normally when people are out socializing, trying to have the best times of their lives...” — Sophie Kelly (01:13)
• “We approached her and said, any interest in creating a 1942 special limited edition with us?... We said yes to all of the above.” — Sophie Kelly (02:08)
• “Digital. It was static. It was experiences, real-life experiences, and most importantly, actions...” — Sophie Kelly (04:19)
• “800 new craft brands have been launched into tequila in the last... two years” — Sophie Kelly (05:40)
• “Work with people who love your brand. Listen to what's happening with your brand and culture, and then add to that...” — Sophie Kelly (12:22)

Produced by Molten Heart. Theme by Love and Caliber.