Diageo named Live Nation festival partner
Smirnoff owner Diageo has signed a multi-year deal with Live Nation Entertainment, with the drinks giant named the official spirits partner of 16 live music events and festivals across the UK.
The firm will launch multiple brand experiences for its portfolio across the festivals. These include Download, Wireless, Reading and Leeds, Latitude, Wilderness and Parklife.
Among the Diageo brand experiences that will be found at festivals this summer is the Johnnie Walker Keep Walking bar, featuring the brand’s newly created Johnnie & Lemonade pre-mixed cocktail can.
Also on the bill is Captain Morgan’s festival debut and the Casamigos House of Friends activation. Meanwhile, Smirnoff will sponsor some performance stages at various festivals.
Diageo GB’s marketing and innovation director Ursula Mejia 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. We hope to bring joy to every audience through the world’s best brand experiences.”
Diageo GB will also be the responsible drinking partner for the festivals. It is therefore providing a range of non-alcoholic ‘spirit’ alternatives for sampling across sites, including Captain Morgan Spiced Gold 0.0.
The firm will also release a training module for festival bar staff.
Jay Williamson, vice-president of sponsorship and marketing partnerships, Live Nation UK, added: “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. Diageo’s portfolio of brands perfectly complements the creativity and energy of the festival scene. From engaging activations to a shared commitment to responsible enjoyment, this partnership will elevate the festival experience while ensuring it stays safe, inclusive, and enjoyable. We look forward to bringing Diageo’s brands to life for fans across our festivals this summer and beyond.”
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