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Speaker 1: Calm Down with Aeron and Carissa is a production of iHeartRadio.

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Speaker 2: I'm Carissa Aaron, and it's nice to be with you guys.

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Speaker 3: Today.

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Speaker 2: We have a podcast called Calm Down. If you haven't

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Speaker 2: heard it, please subscribe.

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Speaker 1: Listen and my interview, and thank you so much to

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Speaker 1: Sport Beach for having us, Stagwall for having us. We

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Speaker 1: really really appreciate it. Our plus ones appreciate it as well.

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Speaker 2: If you listen to the podcast, you know who the

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Speaker 2: plus ones are, and if you don't know, they'll tell you.

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Speaker 3: By the time this thing is over.

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Speaker 1: They're up there somewhere, probably two or three deeps exactly

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Speaker 1: what without further ado.

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Speaker 2: Joining us today is Ed Pilkington, the Chief Marketing and

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Speaker 2: Innovative Officer of Diagio North America, the powerhouse behind brands

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Speaker 2: like Johnny Walker, Gunnis and Don Julio.

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Speaker 3: We love Hi Ed.

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Speaker 4: What's Ed?

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Speaker 3: As we were telling Ed backstage. Last time I saw Ed,

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Speaker 3: we were in I don't know.

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Speaker 2: Nashville or something doing. Yeah, we're in Nashville doing some

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Speaker 2: fun stuff with Diagio. But we always love seeing Ed,

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Speaker 2: as I know most of you probably do if you

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Speaker 2: consume the spirits and flavors that Ed is behind, so

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Speaker 2: seeing Ed on your shelf. Ed is also one fun

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Speaker 2: fact you might not know about Ed is that he's

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Speaker 2: a huge soccer slash football fan for US over here

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Speaker 2: in Europe, a big fan not of Manchester United but

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Speaker 2: of Manchester City. So Ed, the question is what is

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Speaker 2: it about sports and cultures surrounding sports that pairs so

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Speaker 2: well with a brand like Diagio, Because you guys do

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Speaker 2: a lot of integration with sports and our relationships with

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Speaker 2: you before exactly, but.

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Speaker 4: It's a big part that sports and having a drink

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Speaker 4: responsibly go together really well. Yeah, whether you're a player

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Speaker 4: and it's after the game, after the match, enjoying, celebrating,

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Speaker 4: discussing a disappointment, whatever it might be as a fan

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Speaker 4: at the stadium at a fan, whether you're at home

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Speaker 4: where you're out and about watching at a watch party,

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Speaker 4: whatever it might be, there's a integration because it's about

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Speaker 4: people coming together to share a common passion and our

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Speaker 4: business having drinking responsibly. Yeah, it's about celebrating life. It's

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Speaker 4: about having good times with people you love, people you

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Speaker 4: care for, friends and family and sports just a huge

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Speaker 4: part of that and that's why we get involved. It's

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Speaker 4: having a Guinness before the rugby if you're in the UK,

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Speaker 4: it's about you know, having a Crown Royal at the

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Speaker 4: get an NFL game, whatever it might.

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Speaker 3: Be ingrained in the memories. Are those spirits huge?

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Speaker 4: That's right, absolutely, and it's about creating memories.

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Speaker 1: I remember what I have a memory back in twenty

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Speaker 1: twenty one, I had a chance to do a Crown

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Speaker 1: Royal ad with you guys a Thanksgiving and that's when

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Speaker 1: you major mark you began your relationship with the NFL.

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Speaker 1: It's all about that sports and culture. Like you guys

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Speaker 1: were just talking about, since you have began your relationship

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Speaker 1: and worked with the NFL, Just what's that been like

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Speaker 1: in the powerhouse that that is in the States.

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Speaker 4: That's great. Well, the NFL has been brilliant for us

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Speaker 4: because it just gives us access to literally millions of people.

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Speaker 4: You know, it's the obvious state one hundred one million

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Speaker 4: people watch the Super Bowl, So our ability to access people,

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Speaker 4: you know that, I don't need to tell you guys.

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Speaker 4: The viewing numbers are impressive.

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Speaker 3: So on most watched sporting event.

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Speaker 2: Ever.

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Speaker 4: Ability you want to access consumers basically through just the

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Speaker 4: media opportunity but then at the Stadia, but then what

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Speaker 4: we can do around it? So at the Stadia arounation

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Speaker 4: that the integration is really important. So you know the

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Speaker 4: Super Bowl, Yeah we're visible, but it's the integrations we

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Speaker 4: do around it also that make a big difference on

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Speaker 4: Crown Royal. On Don Julio, all those Browns you.

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Speaker 2: Mentioned integrations and switching gears pun intended here to Formula one,

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Speaker 2: which has been unbelievable for anyone that's seen the documentaries

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Speaker 2: or gotten behind the sport.

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Speaker 3: I mean, it's been big forever.

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Speaker 2: But for us in the States, maybe we're a little

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Speaker 2: slower to you know, partaking in Formula one. But now

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Speaker 2: with the places like Miami, Las Vegas, things like that.

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Speaker 2: You teamed up with Trophy House and the experience at

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Speaker 2: Miami Grand Prix.

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Speaker 3: What was the goal for you guys there?

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Speaker 4: The goal simply was to give people had gone down

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Speaker 4: to Miami a really good time. As you know, mim

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Speaker 4: is a big party and people are down there and

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Speaker 4: joining themselves. It was an opportunity for us to access

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Speaker 4: lots of people who candid. Trophy House was a bit

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Speaker 4: more high networth, so we took our high net worth spirits.

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Speaker 4: Don Houdie forty two, Don Juley at Ultima, which is

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Speaker 4: like more even more expensive some of our expensive whiskies,

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Speaker 4: and we kind of sampled them, tasted them candily, opportunity

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Speaker 4: to sell them rare whiskies. So it's all about actually

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Speaker 4: accessing a lot of people who were down in Miami

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Speaker 4: for a really special, big weekend. Basically, it's a good place.

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Speaker 3: That's a good place to do it.

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Speaker 4: Sometimes we do it it Bearies my brand, but that

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Speaker 4: you know, yeah, we nibble around the edges on Formula one.

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Speaker 4: We're not you know, we've done a lot of stuff

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Speaker 4: over the years with Formula one. But it was a cool,

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Speaker 4: cool thing to do.

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Speaker 1: I was going to say, how to go. I heard

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Speaker 1: it was a hit. We saw everything on Instagram.

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Speaker 4: Yeah, Joe, Yeah, it was really fun. Yeah, it's great, No,

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Speaker 4: it's great. It's just an amazing weekend. It's great, I

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Speaker 4: mean the weekend down there because everyone just throws themselves

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Speaker 4: into it. So it was great. And we people watched

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Speaker 4: the Grand Prix, which is a good Grand Prix, was

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Speaker 4: some fantastic cocktails, pretty good.

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Speaker 1: We talked about what you guys have done in the NFL.

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Speaker 1: Of course, you work with the other football soccer as well,

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Speaker 1: talk about how you approach their audience versus what you

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Speaker 1: do in the States.

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Speaker 4: With us with the NFL, well, it's just about tailoring

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Speaker 4: to your audiences, about knowing your consumer so and actually

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Speaker 4: even with the NFL, if you look at the NFL

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Speaker 4: stats within spirits, three of the four most consumed brands

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Speaker 4: during NFL games, either at stadia or at home are

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Speaker 4: Crown Royal, Smirnoff, and Captain Morgan. So we know that,

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Speaker 4: so we know our consumers are watching. And then it's

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Speaker 4: just about tailoring the message to your consumers, whether it's

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Speaker 4: through content, whether it's through activations at the stadio, whether

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Speaker 4: it's your activations in town, and just knowing your consumers.

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Speaker 4: But it is a slightly different consumer. The passion levels

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Speaker 4: are the same whether you're you know, whether you're a

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Speaker 4: Seahawks fan, whether you're a Dolphins fan, or whether in soccer,

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Speaker 4: whether you're a City fan or a Liverpool fan. There's

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Speaker 4: still that level of passion. So how you tap in

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Speaker 4: to consumers passion. So we have an NFL partnership which

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Speaker 4: gives us access across all fifty states, but then we

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Speaker 4: physically sponsor twenty four teams. So that allows us to

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Speaker 4: really access each of those teams, the fan bases within

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Speaker 4: those teams, to do real you know, messaging to those teams,

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Speaker 4: content to those teams, and really tap into those audiences.

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Speaker 4: So we kind of do big national stuff and then

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Speaker 4: you really get local basically. So that's how he worked

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Speaker 4: with the NFL SOCCA. We got some with sponsoring FIFA

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Speaker 4: the World Cup next year.

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Speaker 2: I was just going to ask you about that because

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Speaker 2: I just came from Miami and we did the aforementioned

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Speaker 2: Miami and we did a big preview sort of because

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Speaker 2: Fox has the World Cup next year and a big

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Speaker 2: kickoff to that, because it was a year to the

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Speaker 2: date of when that's going to happen. What is your

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Speaker 2: relationship with them, and how are you going to sort

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Speaker 2: of integrate all of Theagiel products into something as massive

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Speaker 2: as a US World Cup.

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Speaker 4: So we we're the official partner of FIFA in the Americas,

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Speaker 4: so basically from Alaska down and we're basically doing it

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Speaker 4: because it's just going to be the biggest sporting event

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Speaker 4: as you guys know, incredible to hit the States, Mexico,

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Speaker 4: and Canada.

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Speaker 1: Bigger than ever. One and four matches this year. Yeah,

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Speaker 1: someone told me. I was just with somebody from tell

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Speaker 1: Mundo at another panel. They said, it's like doing three

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Speaker 1: Super Bowls in one day. Exactly insane.

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Speaker 2: That's what our bosses will also say is they're already

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Speaker 2: stressing about it, so.

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Speaker 4: We just got to be there. I mean, it's because

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Speaker 4: people are going to be at Stadia, they're going to

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Speaker 4: be watching at home, all the watch parties, the fan fest,

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Speaker 4: so we kind of just want to show up and

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Speaker 4: we want people to enjoy. We're going to lead with

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Speaker 4: Casamigos with our tequila brand. Yeah, they're a little bit

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Speaker 4: stuff with Don Judio, another tequila brand. So we're pretty

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Speaker 4: focused about what brands we're going to use.

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Speaker 3: It's gonna be huge.

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Speaker 4: There's a huge opportunity. Yeah, yeah, great. I think the

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Speaker 4: whole country is going to love it.

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Speaker 2: Well, it's the first time that the World Cup has

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Speaker 2: been in the United States in over thirty years.

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Speaker 3: We weren't born yet, so we haven't been able to

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Speaker 3: partaken that.

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Speaker 1: But yeah, ninety four so sad i'd love to see lawless.

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Speaker 1: Another thing we're very excited about in the United States

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Speaker 1: and actually globally as well as women's sports. We've seen

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Speaker 1: and it's been exciting for us being you know, females

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Speaker 1: that broadcast sports, seeing also female fans be a little

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Speaker 1: bit more engaged as of late and everybody. That's a

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Speaker 1: win for all of us in terms of women's sports.

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Speaker 1: And you, guys, how do you get involved? How do

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Speaker 1: you see that going in the future.

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Speaker 4: So in the States and actually globally, I'll start with

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Speaker 4: the States. It's really important we want to be supporting

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Speaker 4: women's sports. It's tremendous. I think the progress we've seen

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Speaker 4: over the last five ten years is amazing. I don't

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Speaker 4: need to tell you guys that we were a founding

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Speaker 4: partner of Angel City in LA which was great, so

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Speaker 4: one of the five core founding partners, which is brilliant.

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Speaker 4: We've done stuff with Gotham who have done well actually

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Speaker 4: obviously been champions, which again has been brilliant. And actually

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Speaker 4: we go to Europe. We're the Guinness which traditionally sponsored

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Speaker 4: rugby men's rugby. We're now the official sponsor of women's

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Speaker 4: rugby as well, which is really big, which is a

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Speaker 4: big thing. Women's rugby is on a roll as well,

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Speaker 4: so you know, around there's other stuff we're doing, so

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Speaker 4: it's really important that we're there. It's really important we're

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Speaker 4: supporting women's sport. It's growing. And also it's because back

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Speaker 4: to the first question, it's also an opportunity for people

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Speaker 4: to come together, have a good time, enjoy our brands

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Speaker 4: and all that over sport.

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Speaker 1: I was gonna ask ed, what's his favorite drink?

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Speaker 3: Yeah, come on.

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Speaker 4: Now, So I joined the company because I loved Guinness.

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Speaker 4: I drank Guinness as a student. I'm a big if

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Speaker 4: you ask most people who know me, I'm a big

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Speaker 4: tanker age drinker. I love I'm very it's my British roots.

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Speaker 3: Yeah, I love the bottle. That bottle is so gorgeous.

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Speaker 4: But you know, don Julio's here. We're doing lots of

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Speaker 4: stuff this week.

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Speaker 3: With You're busy this weekend.

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Speaker 4: Yeah, we've got a lot of stuff going on.

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Speaker 2: A lot of stuff going on. We only have a

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Speaker 2: minute left with you. But we love some rapid fire

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Speaker 2: questions real quick. We're going to see how many we

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Speaker 2: can get in. Aaron and I on our podcast like

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Speaker 2: to have fun with things. Here's the question Airport Cocktails

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Speaker 2: at nine am. Cheers to that or out on that.

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Speaker 4: Can't do that?

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Speaker 3: No, don't do that?

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Speaker 4: Really you've flown from Australia to La all over the place.

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Speaker 1: Okay, yeah, but no, there goes my social life meetings

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Speaker 1: that last over two hours.

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Speaker 3: Cheers to that?

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Speaker 4: Or out on that bad idea. You got to follow

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Speaker 4: the ninety minute rule, haven't you like it's like a

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Speaker 4: soccer match. At the end of ninety minutes, you're out.

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Speaker 1: Ninety minutes as long too.

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Speaker 4: Yeah.

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Speaker 3: Ice in white wine? Cheers to that, are out all.

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Speaker 4: He can't really promote white wine because we don't sell.

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Speaker 2: Wineeah, fair, fair enough, but.

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Speaker 4: Hypothetically yes, if it's really warm like this, Yeah, what

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Speaker 4: the hell you should enjoy your drinks how you want

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Speaker 4: to exact.

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Speaker 1: Relating to the younger generation using slang like lit or bet.

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Speaker 3: Cheers to that or are you on that?

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Speaker 4: Yeah?

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Speaker 2: Well, cheers cheers to Ed Pilkington. Thank you, which is

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Speaker 2: I don't know why anyone doesn't get it, get it right.

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Speaker 3: We love Ed.

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Speaker 2: Thank you so much for being here, and Ed, I'll

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Speaker 2: hear you to you.

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Speaker 3: I'll see you in Las Vegas. Yes exactly, it is

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Speaker 3: in Vegas. Good to see you. Get it get over here.

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Speaker 3: Thank you. Ed gets in.

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Speaker 1: Everybody calm down with Aaron and Carissa is a production

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Speaker 1: of iHeart Radio.

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Speaker 2: For more podcasts from iHeart Radio, visit the iHeart Radio app,

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Speaker 2: Apple Podcasts, or wherever you get your podcasts.