The Spill: World Cup Edition
Some drinks and hospitality news that we've been enjoying.
We’re fully in World Cup mode over here, and so is the marketing world. With FIFA predicted to drive $10.5 billion surge in ad spend this year, we’re seeing a lot of brands trying to score.
BuzzBallz keeps the World Cup rolling
BuzzBallz has released a limited-edition globe-shaped bar cart to promote its new SoccerBallz collection for the 2026 World Cup. The cart holds eight internationally inspired cocktail flavors and includes a three-liter GOOOAAAAAL Melon Boulder. Only 84 carts were made, split across two product drops and priced at $48 each—a reference to the 48 teams competing in the tournament.
OUR TAKE:
“This is cool enough. It’s fine. But, I think it’s indicative of a larger trend with their brand: they don’t let great get in the way of good.” - Ryan, Associate Creative Director
It’s pretty clear this brand prioritizes pumping out content, products, and stunts that are timely, recognizable, and and easy get. There’s something to be said for a brand that consistently gets ideas into the world instead of overworking every execution. The trade-off is that individual launches may be more disposable but BuzzBallz stays visible.
Source: People
Heinz gives bland food a red card
Heinz has turned soccer’s red and yellow cards into oversized ketchup and mustard packets for a social-first World Cup campaign. The limited-edition “Penalty Packets” hold twice as much condiment as standard packets and appear on social posts built around calling a foul on under-sauced food. Developed by Heinz’s in-house agency, The Kitchen, the campaign extends the brand’s “Irrational Love” platform.
OUR TAKE:
“I feel like I’m talking about Heinz every week. That’s probably because of their real-time marketing strategy.” - Ryan, Associate Creative Director
This idea works because it doesn’t force a complicated connection: red and yellow are already Heinz colors, the packets look like penalty cards, and not getting enough sauce is a familiar annoyance. It’s quick, visual, and easy to understand in a social feed.
Source: Marketing Dive
Miller Lite barges into the World Cup conversation
After reports that Scotland supporters had overwhelmed Boston-area beer supplies, Miller Lite sent a branded barge stocked with beer to Miami ahead of Scotland’s match against Brazil. The Molson Coors brand, which isn’t an official FIFA sponsor, developed the activation in less than a week and brought influencers, local fans and bagpipers aboard. Beer from the stunt was later distributed to local bars.
OUR TAKE:
“Cuuuuute!!” - Everyone
Everyone’s been following the love story between Boston and the Scots and the fact that Miller Lite found a way to pull this off so quickly is pretty impressive. It’s absurd, but also perfectly specific to the place and moment.
Source: USA Today
🥃 Quick Pours
The Spirits Business included Le Tribute’s 0.0% Bitter Aperitivo among its leading June launches. This product was specifically created for premium hospitality venues such as rooftop bars, terraces, and hotels, where “the demand for high-quality non-alcoholic options is growing”.
J.C. Le Roux gives small wins their own cork-popping moment with their new campaign “Make a Thing of It”. The Sidecar team is loving how simple the idea is, beautifully executed, and how it taps into such a relatable feeling.
A federal provision passed in November 2025 is set to sharply restrict hemp-derived THC products beginning in November 2026. Popular canned THC brand CANN is going weed-free in anticipation.
A Tales Vet’s Guide to New Orleans
By Josh Silverstein, Senior Brand Experience Director
If you’re heading to Tales of the Cocktail, you’re in for one of the best weeks of the year.
After spending the last decade making the annual pilgrimage to New Orleans, I’ve accumulated a handful of favorites that I end up recommending every year. This isn’t meant to be a comprehensive guide to the city—just a list of places I genuinely love and a few lessons learned the hard way.
🌙 Late Night Hangs
Erin Rose: If you only do one thing after midnight, make it this. Order the frozen Irish coffee. Trust me. Just don’t get a PoBoy from the back. #roachcity
Alibi and Old Absinthe House: Bump elbows with the world’s best bartenders and industry legends as they let loose and reconnect with old friends.
🥐 Breakfast & Lunch
Turkey and the Wolf: One of the best sandwiches you'll ever have. Worth the trip.
Cochon Butcher: Incredible sandwiches, charcuterie, and one of my favorite casual lunches in the city.
Willa Jean: My favorite breakfast spot in New Orleans. Amazing biscuits, pastries, and some of the best brunch food you'll find anywhere.
🍸Bars Worth Your Time
Jewel of the South: One of the best cocktail bars in America. Beautiful space, incredible drinks, and absolutely worth making a reservation if you can.
Carousel Bar: A New Orleans institution. Grab a drink while the bar slowly rotates—it’s touristy, but a right of passage.
🎺 Don’t Miss These
Café du Mond: Yes, it’s touristy. Yes, it’s worth it. You can’t leave New Orleans without having beignets. (If you’re short on time, there’s even a location in the airport.)
Frenchmen Street: So many people leave NOLA, not leaving Bourbon St. If you find yourself with time, wander to Frenchmen St. Live music spills out of nearly every venue, and it’s one of the best ways to experience the city.
Magazine Street & the Lower Garden District: A great place to spend a free afternoon. Boutique shopping, coffee shops, restaurants, and one of the most charming neighborhoods in the city.
The Sazerac House: A beautifully executed brand home that’s well worth a visit if you have an hour to spare.
💡 My Tales Tips
💧Hydrate. Seriously. New Orleans in July is no joke. Keep a cold bottle of water with you at all times—you'll thank yourself later.
🍽️ Eat whenever you get the chance. Schedules fill up fast, so don't skip meals. Keep a granola bar or a snack in your bag for those days when lunch somehow turns into 4:00 PM.
🍤 Don't waste a meal. There is incredible food on nearly every corner. Resist the temptation of late-night fast food (looking at you, Krystal).
👕 Pack more clothes than you think you’ll need. The heat and humidity are undefeated. Multiple outfit changes in a day are completely normal.
🚕 Use Lyft/Uber after dark. If you're heading out at night, travel with friends and take a rideshare instead of walking long distances.
🍻 Leave a little room in your schedule. Some of the best moments at Tales aren't on the official agenda—they're the conversations you have over a drink, the bartender who points you to an amazing neighborhood spot, or the event you stumble into by chance.