Diageo plans to create an advertising network from local US TV and cable channels to run ads for its Smirnoff, Tanqueray and Captain Morgan's brands.
Dubbed the "unwired network" the stations will share advertising rather than programming.
The deal, while not entirely new, could revolutionise media buying. It also gives the drinks firm its first real access to US television after NBC got cold feet. Diageo has tapped MediaCom, the Grey Global Group media-buying and planning unit, to advise it on plans for the "unwired network".
NBC announced in March that it was to drop its controversial plans to begin running advertising for hard-liquor brands just weeks before commercials were due to air.
NBC come under sustained fire in the US from Congress and campaigning organisations to reverse its plans, which were first announced in December.
NBC had already begun running what it termed social responsibility advertising on its network. These began in December with ads for Diageo's Smirnoff vodka. These were to have been followed up by product ads for various brands including Smirnoff and Bailey's.
Diageo has yet to name the stations that will be taking part in the unwired network but, in the worst advertising recession since WWII, the stations will certainly be glad of the revenue.
A spokesman for Diageo said: "The networks would have been efficient, but with the NBC decision we had to create our own method."
He added that Diageo planned to spend $1bn (£680m) over the next five years on network television advertising.
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