Diageo Great Britain has launched a multi-year collaboration with Live Nation UK’s festivals.
As part of the new partnership, Diageo will be the Official Spirits Partner of 16 live music events across the UK, including Download, Wireless, Reading and Leeds.
The firm will launch multiple brand experiences for its portfolio at the festivals. One such pop-up will introduce audiences to the Johnnie Walker x Lemonade premixed cocktail can and the ‘Johnnie Walker Keep Walking’ bar.
Ursula Mejia, Diageo GB’s marketing and innovation director, said: “What an incredible opportunity this is to elevate how consumers celebrate during summer months. Festivals are an essential space for society to connect and celebrate, and we hope to bring joy to every audience through the world’s best brand experiences.”
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Run Captain Morgan’s will also make its very first festival appearance as part of the deal.
The company has also been named as a Responsible Drinking Partner, encouraging festival goers to drink responsibly over the summer. It will provide a selection of non-alcoholic alternatives for consumers, including Captain Morgan Spiced Gold 0.0.
The firm will also release a training module for festival bar staff.
Jay Williamson, VP sponsorship and marketing partnerships at Live Nation UK said: “We’re excited to welcome Diageo GB as our Official Spirits Partner across some of the UK’s most iconic festivals. Our mission is to create fun, unforgettable moments for fans, and Diageo’s portfolio of brands perfectly complements the creativity and energy of the festival scene.”
