Johnnie Walker will have a new feature at Rock in Rio Brazil 2024: for the first time, the brand will open a stand accessible to the festival’s general public. In the last six editions, since 2011, the brand’s presence was restricted to the VIP area. This year, which marks the festival’s 40th anniversary, the event’s official whisky seeks to expand its visibility to a wider audience.
The stand will be located between the New Dance Order and Supernova stages and will offer a range of activities for visitors, including a Shimmer Wall installation for photos and exclusive giveaways. On the second floor, reserved for guests of the brand, there will be the “Johnnie Walker Taps”, a new drinks machine inspired by the whisky’s Striding Man logo, which will serve the Johnnie Blonde Citrus drink with speed and precision.
Andrea Rubim, head of Johnnie Walker, commented on the new participation: “Rock in Rio is the largest music and entertainment festival in the world and we are excited to, for the first time, offer a Johnnie Walker experience to the entire public. Being present once again at such an iconic event, especially in celebration of its 40th anniversary, allows us to further strengthen our connection with music fans and our brand.”
The brand will also maintain its traditional presence in the VIP area, offering a bar with exclusive drinks for festival guests. In addition, Johnnie Walker will continue to promote the “Glass is Good” program, initiated by Diageo in 2010 and currently managed by ABRABE, which aims to ensure the proper recycling of glass bottles, contributing to the circular economy and sustainability.
“Rock in Rio Brazil is a force that dictates the behavior of Brazilians, who are increasingly passionate about festivals, fun and the appreciation of their favorite artists. We are very happy to be able to share, for the first time, the pillars of Johnnie Walker reflected in an accessible activation for the 700,000 people who will attend the event over the seven days,” adds Andrea.
