Diageo GB bolsters live music presence through new Live Nation UK Festival sponsorship

Diageo Great Britain has signed a new multi-year partnership with Live Nation UK’s festivals.This collaboration will position Diageo as the Official Spirits Partner across 16 major live music events in GB, including Download, Parklife, Isle of Wight Festival, Wireless, Latitude, Wilderness, TRNSMT, Reading and Leeds and Creamfields. 

The announcement marks Diageo’s latest investment in music festivals and events and ensures its brands will support live music across more cities and a wider range of music genres. 

Brand experiences include Johnnie Walker introducing festival goers to its newly-created Johnnie & Lemonade pre-mixed cocktail can and the ‘Johnnie Walker Keep Walking’ bar, Captain Morgan’s first festival appearance through its very own ‘Yard Parties’, Smirnoff sponsoring stages across the country and providing platforms for exhilarating performances, as well as Casamigos bringing its iconic ‘Casamigos House of Friends’ to a number of festivals. 

Diageo GB will also become a Responsible Drinking Partner of the sponsored festivals, ensuring this partnership promotes and encourages responsible drinking this summer. Diageo will provide 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. 

Ursula Mejia, Diageo GB’s Marketing and Innovation Director, commented: “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.”

Today’s announcement comes as festivals and other ‘Third Spaces’ continue to grow as a popular celebration occasion for GB consumers, with eight percent of serves now consumed in environments including festivals, outdoor venues, and stadiums.