Diageo GB has announced a new multi-year partnership with Live Nation UK, owner of some of the country’s biggest live music events.
The collaboration positions Diageo as the Official Spirits Partner of 16 major music festivals, including Download, Parklife, Isle of Wight Festival, Wireless, Latitude, Wilderness, Glasgow’s TRNSMT, both the Edinburgh Summer Sessions and Glasgow Summer Sessions, the Reading and Leeds festival and Creamfields.
Diageo said that this latest investment in music festivals and events will see its brands supporting live music across more UK cities and a wider range of music genres.
Among the brand experiences this will roll out to festival audiences are the ‘Johnnie Walker Keep Walking’ bar, featuring the newly-created Johnnie & Lemonade pre-mixed cocktail can; Captain Morgan’s own ‘Yard Parties’, a two-storey space featuring a bar, games, chill zone, and live DJs, with Captain Morgan’s new Muck Pit Brew and mixed drink; while Smirnoff will be sponsoring stages across the country; and the ‘Casamigos House of Friends’ will appear at a number of festivals.
Diageo GB is also becoming a Responsible Drinking Partner of the sponsored festivals, providing a range of non-alcohol spirit alternatives for sampling across sites, including Captain Morgan Spiced Gold 0.0, as well as conducting a responsible drinking and serving training module for festival bar staff.
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, and we hope to bring joy to every audience through the world’s best brand experiences.”
The company’s investment comes as festivals and other ‘third spaces’ continue to grow as a popular celebration occasion, with 8% of GB serves now consumed in environments including festivals, outdoor venues, and stadiums.
Live Nation UK’s Jay Williamson commented: “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.
“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.”
