The News
J. Rieger & Co., a historic Kansas City distillery, is preparing for the 2026 FIFA World Cup with "RIEGER—RAISE A CUP" experiences including whiskey tours, tastings, collectible bottles, a Union Station bar, and a citywide Cocktail Trail in partnership with top bars. The event will bring over 650,000 visitors to Kansas City, with the distillery serving as a central hub for soccer fans and cocktail enthusiasts.
The Takeaway
Soccer Meets Spirits: J. Rieger & Co. is leveraging the 2026 World Cup by creating a "Raise a Cup" experience that blends whiskey tourism with local bars, offering visitors a way to enjoy Kansas City’s cocktail culture while supporting international soccer fans. The distillery is partnering with top venues across the city for a Cocktail Trail and setting up a Union Station bar right in the fan zone.
Local Flavor Meets Global Audience: With over 650,000 expected visitors, J. Rieger & Co. is positioning itself as a key hospitality partner by offering whiskey tours at its historic distillery, a Monogram Lounge for sipping, and a family-friendly Electric Park Garden Bar. These experiences are designed to give global fans a taste of Kansas City’s unique mix of soccer, history, and craft cocktails.
Strategic Branding: The "Raise a Cup" campaign is not just about selling whiskey—it's about creating an immersive experience that ties the distillery’s legacy with the excitement of the World Cup. By aligning with major events like this, J. Rieger & Co. reinforces its role as a cultural and social hub in Kansas City, appealing to both locals and international visitors.
Original Press Release
– Global visitors can look forward to a full roster of “RIEGER—RAISE A CUP” experiences including whiskey tours, tastings, and collectible bottles at the distillery; a dedicated Union Station bar in the heart of the fan action; and a citywide Cocktail Trail in partnership with top bars –
Kansas City, MO (March 17, 2026) — J. Rieger & Co., a nationally acclaimed distillery with a pre-Prohibition legacy in Kansas City, has announced plans to welcome the 2026 FIFA World Cup™ with a full roster of “Rieger—Raise a Cup” hospitality partnerships and immersive experiences inspired by the city’s dynamic soccer, bar, and cocktail culture. Known as Soccer City USA™, Kansas City is expected to receive more than 650,000 visitors in June and July. The city will serve as base camp for the defending champions from Argentina, as well as the national teams of the Netherlands, Great Britain, and Algeria, and is preparing to host multiple matches at iconic GEHA Field at Arrowhead Stadium, home of the Kansas City Chiefs.
“There’s no place like Kansas City for world-class soccer and genuine hospitality — and we’re ready to deliver experiences worthy of both,” said Andy Rieger, Co-Founder of J. Rieger & Co. “Our landmark distillery is the perfect starting point to discover Kansas City history on a whiskey tour, sipping spirits in the Monogram Lounge, or relaxing with family at Electric Park Garden Bar. Beyond our doors, we’re partnering with top bars and venues across the city to launch an app-guided Kansas City Cocktail Trail and to meet fans in the heart of the city at historic Union Station. We’ve created an immersive journey with the very best drinks, entertainment, and nightlife that will match this once-in-a-lifetime moment for our city.”
Visitors are invited to “Raise a Cup” with J. Rieger & Co. throughout this international soccer event with these exclusive activations that will take visitors out of the stadium and into the distillery, Union Station, iconic bars, and art venues—all in the name of soccer:
Raise a Cup Cocktail Trail – Fans can explore Kansas City like never before, visiting speakeasies, craft cocktail bars, rooftops, live music venues, neighborhood bars, and nightlife hotspots serving creative cocktails crafted with Rieger spirits. Powered by Seeker.io technology, guests can collect points and badges at each stop and unlock exclusive prizes at the historic distillery.
Raise a Cup Cocktail Trail – Fans can explore Kansas City like never before, visiting speakeasies, craft cocktail bars, rooftops, live music venues, neighborhood bars, and nightlife hotspots serving creative cocktails crafted with Rieger spirits. Powered by Seeker.io technology, guests can collect points and badges at each stop and unlock exclusive prizes at the historic distillery.
Raise a Cup Collectible Bottle & Distillery Tours – Featuring an original design by local female illustrator and FIFA World Cup Poster contest winner Jadie Arnett, J. Rieger & Co. will release a limited edition bottle design of its Rieger Kansas City Whiskey, available for purchase at the distillery and Union Station. Guests can book exclusive whiskey and tasting tours to explore the production process, enjoy curated cocktails at four distinct bars, and explore the historical exhibit.
Raise a Cup Collectible Bottle & Distillery Tours – Featuring an original design by local female illustrator and FIFA World Cup Poster contest winner Jadie Arnett, J. Rieger & Co. will release a limited edition bottle design of its Rieger Kansas City Whiskey, available for purchase at the distillery and Union Station. Guests can book exclusive whiskey and tasting tours to explore the production process, enjoy curated cocktails at four distinct bars, and explore the historical exhibit.
Raise a Cup at Union Station – J. Rieger & Co. will host an exclusive bar at Union Station, the iconic cultural hub in the heart of downtown Kansas City just steps from the main fan stage. From June 11 to July 11, fans can enjoy signature cocktails—including classics like the Horsefeather and Old Fashioned—at the “Union Station is City of Entrepreneurs” activation organized by the Economic Development Council of Kansas City’s Open Doors Program. The experience will also feature branded merchandise, spirits tastings, and on-site bottle purchases.
Raise a Cup at Union Station – J. Rieger & Co. will host an exclusive bar at Union Station, the iconic cultural hub in the heart of downtown Kansas City just steps from the main fan stage. From June 11 to July 11, fans can enjoy signature cocktails—including classics like the Horsefeather and Old Fashioned—at the “Union Station is City of Entrepreneurs” activation organized by the Economic Development Council of Kansas City’s Open Doors Program. The experience will also feature branded merchandise, spirits tastings, and on-site bottle purchases.
Cézanne Pop-Ups – J. Rieger & Co., in partnership with Cézanne, a stylish gallery in Kansas City’s Crossroads Arts District, will host three art-themed pop-ups celebrating the global game and its connection to the city’s arts scene on June 20, June 27, and July 3 at 20th and Main along the KC Streetcar corridor. The events will feature cocktails by Nicolas Mermet, food from chef Romaine Monnoyeur of Westport Café, music, a soccer simulator, and art.
Cézanne Pop-Ups – J. Rieger & Co., in partnership with Cézanne, a stylish gallery in Kansas City’s Crossroads Arts District, will host three art-themed pop-ups celebrating the global game and its connection to the city’s arts scene on June 20, June 27, and July 3 at 20th and Main along the KC Streetcar corridor. The events will feature cocktails by Nicolas Mermet, food from chef Romaine Monnoyeur of Westport Café, music, a soccer simulator, and art.
VISIT J. RIEGER & CO. DISTILLERY
J. Rieger & Co. is a beloved Kansas City destination hosting over 150,000 visitors each year — a true getaway to experience the best of American spirits, craft cocktails, and Midwestern hospitality. Housed in a landmark building dating to 1901, the facility underwent a transformation in 2019, emerging as a state-of-the-art destination:
The Tasting Room and Atrium showcase spirit flights, seasonal cocktails, and light bites. Family-friendly; no reservations required.
The Tasting Room and Atrium showcase spirit flights, seasonal cocktails, and light bites. Family-friendly; no reservations required.
The Monogram Lounge is a vibrant social space offering comfort food and expert cocktails overlooking the working distillery. Family-friendly; reservations are recommended.
The Monogram Lounge is a vibrant social space offering comfort food and expert cocktails overlooking the working distillery. Family-friendly; reservations are recommended.
The Hey! Hey! Club is an underground, high-end cocktail bar known for refined drinks and sophisticated fare. 21+ only; reservations are highly recommended.
The Hey! Hey! Club is an underground, high-end cocktail bar known for refined drinks and sophisticated fare. 21+ only; reservations are highly recommended.
Electric Park Garden Bar is an outdoor oasis, voted one of the best patio bars in Kansas City, featuring frozen cocktails, food trucks, and a festive garden vibe. Family-and-dog friendly; reservations are not required. Perfect for larger groups.
Electric Park Garden Bar is an outdoor oasis, voted one of the best patio bars in Kansas City, featuring frozen cocktails, food trucks, and a festive garden vibe. Family-and-dog friendly; reservations are not required. Perfect for larger groups.
Other highlights: behind-the-scenes tours and tastings; a 3,000-square-foot historical distillery exhibit; a mercantile shop with unique KC swag; and the country’s only 40-foot distillery slide.
Other highlights: behind-the-scenes tours and tastings; a 3,000-square-foot historical distillery exhibit; a mercantile shop with unique KC swag; and the country’s only 40-foot distillery slide.
Source: BevNET
