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J. Rieger & Co. Turns Kansas City's World Cup into a Citywide Cocktail Adventure
J. Rieger & Co., Kansas City’s landmark distillery with a pre-Prohibition legacy dating back to 1887, partnered with Seeker XP to launch the Raise a Cup Cocktail Trail — a gamified adventure through the city’s best bars and nightlife venues, timed to welcome more than 650,000 global visitors during the 2026 FIFA World Cup.
With Kansas City preparing to host six matches at GEHA Field at Arrowhead Stadium, Rieger is capitalizing on a once-in-a-generation opportunity to put its spirits and the city’s cocktail culture on the world stage. Seeker XP’s digital passport platform makes it possible to turn a citywide partner network into a connected, badge-driven trail experience that rewards exploration and drives traffic straight to the historic distillery. Going above and beyond foot traffic, the Raise A Cup Cocktail Trail features partner bars and restaurants – directly impacting lead gen and partner relationships.Â
Overview
J. Rieger & Co. built the Raise a Cup Cocktail Trail on Seeker XP’s digital passport platform to give FIFA World Cup visitors an immersive way to explore Kansas City’s bar and cocktail scene. Participants collect badges by visiting participating speakeasies, craft cocktail bars, rooftops, live music venues, and nightlife hotspots — each serving creative cocktails crafted with Rieger spirits — and unlock exclusive prizes redeemable at the historic distillery. The trail runs alongside a full suite of World Cup programming, including an exclusive Union Station bar, distillery tours, collectible bottle releases, and art pop-ups across the Crossroads Arts District.
At a Glance
- Organization: J. Rieger & Co.
- Location: Kansas City, Missouri
- Activation: Raise a Cup Cocktail Trail
- Duration: June 11 – July 11, 2026 (FIFA World Cup)
- Audience: 650,000+ expected FIFA World Cup visitors
- Venues: Speakeasies, rooftops, craft bars, live music venues & more
- Prizes: Exclusive rewards redeemable at the J. Rieger & Co. Distillery
About J. Rieger & Co.
Founded by Jacob Rieger in 1887, J. Rieger & Co. was once the largest mail-order whiskey house in the United States before Prohibition brought operations to a halt. In 2014, Andy Rieger, the great-great-great grandson of Jacob Rieger — and renowned bartender Ryan Maybee relaunched the distillery as part of a new golden era in American spirits, backed by legendary Master Distillers Dave Pickerell and Tom Nichol.
Today, J. Rieger & Co. is a landmark Kansas City destination welcoming over 150,000 visitors per year. Housed in a historic building in the Electric Park District, the facility features four distinct bars and event spaces — from the intimate underground Hey! Hey! Club to the family-friendly Electric Park Garden Bar — alongside behind-the-scenes distillery tours, a 3,000-square-foot historical exhibit, and the country’s only 40-foot distillery slide. The distillery produces an award-winning range of spirits including Rieger Kansas City Whiskey, Straight Bourbon, Straight Rye, Midwestern Dry Gin, and Caffè Amaro, served across the country and around the world.
With the 2026 FIFA World Cup coming to Kansas City, Rieger knew it was a huge opportunity. They needed a platform that could connect a citywide network of bar partners into a single, cohesive guest experience — and deliver that experience to global visitors seamlessly.
“There’s no place like Kansas City for world-class soccer and genuine hospitality — and we’re ready to deliver experiences worthy of both. 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.”
— Andy Rieger, Co-Founder, J. Rieger & Co.
How it Works
World Cup visitors discover the Raise a Cup Cocktail Trail through QR codes at the distillery, signage at partner venues, and digital promotion across J. Rieger & Co.’s channels and the broader Kansas City World Cup visitor ecosystem. Scanning the QR code launches the Seeker XP experience instantly in the browser — no app download required.
Once on the trail, participants visit participating bars and venues across Kansas City, each serving signature cocktails crafted with Rieger spirits. At each stop, guests check in digitally to earn points and a badge for that venue. The trail is designed to drive discovery — sending fans into neighborhoods and nightlife spots they might never have found on their own.
Participating venue types include:
- Speakeasies and underground cocktail bars
- Craft cocktail bars and rooftop lounges
- Live music venues and neighborhood bars
- Nightlife hotspots throughout the city
- The J. Rieger & Co. Distillery (Electric Park District)
A live leaderboard keeps the energy competitive — participants can see how their points count stack up against other trail explorers, adding a layer of friendly rivalry that keeps people moving through the city. Those who collect enough points can redeem exclusive prizes directly at the historic J. Rieger & Co. Distillery, creating a powerful incentive to visit the flagship location and close the loop between the trail experience and the brand’s home base.
Activities
Explore the Trail
World Cup visitors scan a QR code to instantly access the Seeker XP Cocktail Trail in their browser mapping out participating bars to visit across Kansas City.
Check-In & Collect Badges & Points
At each participating bar or nightlife venue, guests check in digitally to earn points. Each stop features a creative cocktail crafted with J. Rieger & Co. spirits.
Redeem Prizes at the Distillery
Participants who collect enough points unlock exclusive prizes redeemable at the historic J. Rieger & Co. Distillery, driving high-intent foot traffic to the flagship location.
Badges
Distillery Check-in
5 points in
Rewards
J. Rieger & Co. Branded Shot Glass
10 points
J. Rieger & Co. Branded Rocks Glass
30 points
J. Rieger & Co. Branded Distillery Hat
50 points
Complimentary Distillery Tour Pass
100 points