‘We’re still mid-flight on Buchanan’s World Cup campaign, but the initial results are very encouraging’ – Diageo’s whiskey portfolio global brand director, Neil Shah, speaks to Global Drinks Intel

In May last year, Diageo signed a sponsorship arrangement with FIFA to be the 'official spirits supporter of the FIFA World Cup 2026'. With the tournament finally kicking off today (11 June), Global Drinks Intel caught up with the group's whiskey portfolio global brand director, Neil Shah (below), to learn more about how the tie-up is being leveraged for, among four others (Casamigos, Don Julio, Johnnie Walker and Smirnoff), Diageo's Buchanan's blended scotch whisky.What’s your background, and where do your current responsibilities lie?I’ve been with Diageo for ten years, during which I’