Dive Brief:
- Diageo's Captain Morgan brand has unveiled the Captain Morgan Super Bowl Punch Bowl, the company said in a press release. The punch bowl holds four gallons of liquid and displays the score of the game on the base in real time.
- The punch bowl is also equipped with LED lights, bluetooth speakers, subwoofers and LED graphic equalizers. It cannot be purchased, but fans above the age of 21 can enter for a chance to win one through Feb. 6 via a microsite.
- Captain Morgan is the first official spiced rum sponsor of the NFL after its parent company Diageo signed a multiyear pact with the sports league to become its first official spirits sponsor.
Dive Insight:
The rum bowl marks one of the first major collaborations between the NFL and Diageo after it became the first ever spirits sponsor of the league just six months ago. The punch bowl reflects one aspect of Diageo's partnership with the sports league, which focuses heavily on Captain Morgan, Crown Royal and Smirnoff Vodka.
By offering a smart punch bowl, Captain Morgan is able to participate in one of the largest advertising opprotunities of the year, along with gaining significant traction on social media. The bowl was featured on "Jimmy Kimmel Live!," where it was presented by Super Bowl champion Victor Cruz and founder of "Unnecessary Inventions," Matty Benedetto.
The punch bowl, dubbed in the press release as the "Most Unnecessary, Necessary Invention in the History of Sports," measures over 18 inches in diameter, hold four gallons of liquid and serves up to 32 people. It is meant to mimic the feel of a stadium and displays real-time data powered by Genius Sports. Only 20 exist, and fans can win one by sharing their information on a microsite — a play by Diageo that could help the brand collect valuable first-party data.
For years, Anhueser-Busch InBev was the sole alcohol partner of the NFL. However, in 2021, a new deal was signed that allowed Diageo to become the first spirits partner of the NFL. Anheuser-Busch InBev will remain the official beer sponsor of the NFL. Because of this, the deal excludes Guinness beer, which is also owned by Diageo.
In addition to the punch bowl, Diageo's sponsorships can be seen with the NFL Fan of the Year, which is presented by Captain Morgan among other partnerships. However, the partnership with the NFL has placed several restrictions on Diageo. For example, Diageo can air no more than four 30-second spots per game. Additionally, the advertisements must promote a “prominent social message.” As part of the deal, Smirnoff, Crown Royal and Captain Morgan take part in the league's Responsible Drinking program.
The NFL had been slow to embrace other spirit types in its partnerships. However, consumer tastes have started to move beyond beer. One report found that 65% of millennials tend to try more than three types of alcohol, suggesting they are not overly loyal to one brand in particular. Gen Z is further distinguishing themselves from millennials in this regard as well. Research has found that Gen Z tends to favor champagne and hard drinks with little to no alcohol over wine and beer. Additionally, Gen Z taste tends to skew sweeter, with a higher percentage of that population spending money on sweeter spirits like cognac.
