Every fall, HBCU Homecoming season reminds the world that tradition, community, and culture are more than just events; they’re legacy. This year, Diageo made sure to be right in the center of the celebration.
Through its ongoing Show Your HBCU Spirit initiative, the global spirits company supported Homecoming weekends at Spelman and Morehouse in Atlanta and Howard University in Washington, D.C., uplifting the pride, history, and joy that define these HBCUs.
At Spelhouse, Diageo activated across Atlanta with experiences designed to bring alumni and students together in ways that felt connected and intentional. With featured brands like Casamigos, Crown Royal, DeLeon, Smirnoff, and Tanqueray, the weekend unfolded as a true reunion.
Things kicked off under the night sky at The Bonfire at Westside Motor Lounge, where music, conversation, and crafted cocktails warmed the crowd.
That momentum carried into the Young Alumni Party at District, where the next generation of Spelhouse leaders showed up and showed out.
For Saturday’s Tailgate on the Hill, Diageo partnered with DTLR and Cam Kirk for a custom sneaker activation that blended style and storytelling, while DJs kept the soundtrack flowing and bartenders poured specialty cocktails designed for the moment.
The celebration closed with the Alumni Brunch at Tulum and the lively Big Ass Brunch, where Sunday Funday lived up to its name.
The following weekend, Diageo headed to Washington, D.C., honoring the legacy and cultural imprint of Howard University, known affectionately as The Mecca.
While brands like Casamigos, Smirnoff, and Tanqueray, the company highlighted its long-term commitment to HBCUs through permanent endowments and its Learning Skills for Life program, which provides real career development pathways for students.
Homecoming week featured Diageo’s support of signature events, beginning with The Jae Murphy Show Concert at The Fillmore, where K Camp and Roscoe Dash lit up the stage.
The celebration continued at the official after-party at HQ, and rolled into the Off The Yard Festival at The Bullpen, a campus-wide reunion of alumni, students, artists, and D.C. locals. Special appearances included Desi Banks and Lady London.
Through Show Your HBCU Spirit, Diageo continues to invest in Black educational institutions year-round, supporting scholarships, job training programs, and community partnerships that create real and lasting impact.
Check out more images from the events.
Photo Credit: DIAGEO/Hyyer Creative
