Diageo launches Gift Stations and a pop-up store with super premium labels, personalization and expert service to elevate holiday gifting.
Luxury portfolio in the spotlight
São Paulo, December 2025 — This holiday season, Diageo is activating its luxury portfolio through a series of exclusive experiences across Brazil. The aim is to turn gifting into a sophisticated, personalized and memorable moment.
The brand combines a curated selection of super premium labels, personalization services and carefully designed spaces. In doing so, each bottle becomes more than a product: it turns into a meaningful gesture loaded with style and intention.
Gift Stations in key capitals
To deliver an immersive and elegant shopping journey, Gift Stations are being installed in Brasília, Recife, Porto Alegre and Rio de Janeiro. These dedicated areas at the point of sale enhance the overall experience of choosing a gift.
Each station features an exclusive selection of labels such as Johnnie Walker Blue Label, Buchanan’s and the full range of Don Julio tequilas. In addition, a gift island offers ribbons, special bags and charms that reflect each brand’s visual universe.
The spaces also provide personalization options so consumers can create unique combinations, along with expert guidance inspired by the sommelier concept. This specialized service supports shoppers in finding the perfect match for every profile and occasion.
São Paulo pop-up with engraving sessions
In São Paulo, Diageo is activating a pop-up store at Shopping Cidade Jardim, focused on Johnnie Walker Blue Label and Don Julio. The venue reinforces the luxury positioning of both brands and offers a premium in-store experience.
The main highlight is the series of personalized engraving sessions held every Saturday until Christmas. This initiative allows customers to engrave messages and dates on selected bottles, adding a lasting emotional layer to each gift.
As a result, the purchase experience goes beyond acquiring a high-end spirit. It invites consumers to create keepsakes that carry stories, memories and a personal connection between giver and recipient.
About Diageo
Diageo is a global leader in premium alcoholic beverages, with an icon portfolio that includes Johnnie Walker, Tanqueray, Smirnoff, Ypióca and Old Parr, among other brands. The company operates in 180 countries and is guided by its Spirit of Progress agenda.
This strategy is built on three core pillars: promoting responsible drinking, fostering diversity and inclusion and ensuring sustainability throughout the supply chain, from grain to glass. Worldwide, Diageo encourages moderation through DRINKiQ, its digital education platform.
Diageo is listed on the London Stock Exchange (DGE) and the New York Stock Exchange (DOE). In Brazil, the company reinforces its commitment to responsible growth and innovation while maintaining direct dialogue with consumers, including via Instagram at @diageobrasil.
