What’s Brewing: Diageo North America Files A Trademark Application For Stoop Dayz

Diageo North America, Inc. is a dominant force in the alcoholic beverage industry. The company owns some of the most recognizable names in spirits, from Johnnie Walker to Smirnoff, Captain Morgan to Guinness. Every new move Diageo makes sends ripples across the market. But some moves aren’t about what’s on the shelves just yet. Some are about what’s coming next.

One such move happened quietly on February 10, 2025. While consumers were sipping their usual favorites, Diageo was filing a new trademark application for Stoop Dayz. No flashy press releases, no teaser ads- just a filing with the United States Patent and Trademark Office (USPTO).

A filing that raises speculation

Trademarks aren’t just legal paperwork; they are a roadmap to the future. Companies file them to stake a claim before competitors do. Sometimes, they file to protect a name before a product even exists. When Diageo North America applied for “Stoop Dayz,” it wasn’t just locking in a name- it was planting a flag in the alcoholic beverage industry’s next battleground.

According to the filing, Stoop Dayz will cover “alcoholic beverages except beers; flavored brewed alcoholic malt beverages, except beers; and hard seltzers.” That means this isn’t another whiskey or vodka in Diageo’s collection. This is something different.

And with hard seltzers, malt beverages, and flavored drinks still booming, it’s a sign that Diageo is preparing its next big move.

Why this matters

The alcohol industry is changing really fast.  Consumers prefer lighter, lower-calorie beverages that nevertheless have powerful flavors.  Hard seltzers, ready-to-drink cocktails, and flavored malt beverages have skyrocketed in popularity. Diageo has already ventured into these waters with Smirnoff Seltzers, Lone River Ranch Water, and Crown Royal RTD drinks.

So, why another new brand? Because the battle for the next White Claw or High Noon is still ongoing- and Diago intends to have a stake. 

The name “Stoop Dayz” suggests something laid-back, casual, and urban. It calls to mind chilling on the front stoop with a drink in hand, unwinding with friends. That imagery aligns with hard lemonades, fruit-flavored malt beverages, or a fresh take on hard seltzers. And Diageo doesn’t file trademarks for fun. If Stoop Dayz made it onto their priority list, there’s a reason.

The power of a name

Names make or break a product. The best ones tell a story before a customer even opens the bottle. High Noon evokes hot afternoons, Twisted Tea sounds like a rebellious take on a classic drink, and Ranch Water taps into rustic, Southwestern vibes.

Stoop Dayz? It’s different. It’s social. It’s about kicking back with a drink in hand, enjoying the moment. It’s a name that fits seamlessly into a culture of casual gatherings, house parties, and city life.

What comes next?

Trademark filings are crucial in the alcoholic beverage industry, where branding, reputation, and consumer recognition drive sales. With thousands of breweries, wineries, and distilleries competing for market share, securing a trademark protects a company’s name. According to the USPTO, trademarks create a legal presumption of ownership of the mark and your exclusive right to use the mark nationwide on or in connection with the goods/services listed in the registration.  Diageo understands this well, as well as the intense competition within the industry.  

The only question that lingers is: What will Stoop Dayz actually be? A hard lemonade? A bold fruit seltzer? A flavored malt beverage with a retro twist?

One thing we are certain about is that something is brewing, and with a name like Stoop Dayz, it’s bound to be worth the anticipation.