Johnnie Walker integral to Hogmanay in the capital this year
DIAGEO is officially in the festive spirit with the announcement that Johnnie Walker will be the official sponsor of this year’s Edinburgh Hogmanay street party.
The deal will see all 50,000 revellers at the Princes Street event receive a free dram of Johnnie Walker, with the whisky served at each of the street party’s bars and the brand’s ‘striding man’ logo appearing on signage around the event.
A wider partnership with organiser Underbelly will also see the opening of a two-storey Bothy Bar on The Mound as part of the Princes Street Christmas Market. The pop-up venue, which opens on November 17, will serve a range of Johnnie Walker cocktails and offer visitors information on the brand’s heritage.
“Johnnie Walker and Hogmanay go hand in hand – whisky has always been synonymous with new year, so what better way to party at the world’s favourite new year celebrations, by raising a dram of the world’s favourite Scotch, surrounded by family and friends to toast the year ahead,” said David Cutter, chairman of Diageo in Scotland.
“We are thrilled to be working with Underbelly to deliver the best new year party the city has ever seen, and we’re also delighted to be a central part of Edinburgh Christmas, putting Scotland’s national drink at the heart of the festive season.”
In a statement, Underbelly directors Ed Bartlam and Charlie Wood said the company has “a long history of partnering with Diageo on our UK events”.
“As host of the world famous street party the Johnnie Walker brand will be integral to the spirit of the event, which in itself will be a true celebration of Edinburgh’s and Scotland’s heritage and culture,” said the directors.
“It’s the perfect partnership.”
Diageo will also stage a Bailey’s Treat Stop as part of Edinburgh’s Christmas Market.