Microsite
J. Rieger & Co.
2026 Raise A Cup Campaign Microsite
The FIFA World Cup 2026 brings six matches to Kansas City between June 16 and July 11 — with over 650,000 visitors expected. For a distillery rooted in the city's identity, the opportunity was clear. What needed defining was exactly how to show up for it.
The Challenge
The official KC digital ecosystem covered logistics well. What it didn't cover: where to drink, where the local brands were, how spirits fit into the World Cup experience. The gap was real — and it was Rieger's to fill.
The Goal
A single destination for everything Rieger is doing around the World Cup. A limited edition bottle. A citywide cocktail experience. Pop-up activations. Practical guidance for visitors navigating an unfamiliar city. All of it connected, all of it on brand.
The Insight
This wasn't a campaign. It was a positioning moment. Over 650,000 international visitors arriving in Kansas City — most of them encountering Rieger for the first time. The microsite needed to serve two audiences at once: those who already know the brand, and visitors discovering the city through it.
The Work
W2 Design handled the digital presence — designing and building the microsite that ties it all together. Five sections, each with a clear job:
- Landing — sets the tone, establishes the moment
- Bottle & Merch — limited edition Kansas City Whiskey with original artwork by Jadie Arnett
- Cocktail Trail — app-guided tour of KC's bar scene powered by Seeker.io
- Rieger Around Town — pop-up activations including Union Station and Cézanne gallery
Key Decisions
Standalone but connected. Raise A Cup lives as a top-level section within jriegerco.com — its own world, accessible from anywhere on the site.
A Kansas City artist for a global moment. Jadie Arnett's bottle artwork says exactly what J. Rieger & Co. wants to say to an international audience.
The Cocktail Trail as city guide. Gamification — points, badges, prizes at the distillery — gives visitors a reason to keep going.
The Outcome
Rieger's most visible campaign moment to date — and a digital presence built to match it. One destination connecting a global sporting event to a local brand, with a product, a citywide experience, and a welcome mat for 650,000 visitors about to discover Kansas City whiskey.
The biggest moments reward the clearest thinking. The discipline was in defining exactly what Rieger's role in this moment was — and building precisely that. Not the official guide to the World Cup.
The spirit of Kansas City, showing up for it.
Let's Build Something