The brand will be the official whiskey of the event, which is estimated to receive 600,000 people during the five days at the Interlagos Circuit, in So Paulo.
A little less than 100 days before the first edition of The Town, Johnnie Walker announced its presence as the event’s official whiskey and reinforces the brand’s participation in the main festivals in the country, investing more and more in the territory of music as a platform for the amplification of the Keep Walking message.
The event is scheduled to take place on the 2nd, 3rd, 8th, 9th and 10th of September, at the Interlagos Circuit, and will occupy an area of 350 thousand square meters for six stages. The Town 2023 estimates receive 600,000 people in the five days of programming and Johnnie Walker will be present on the lawn with an activation for the public.
The presence at festivals has been a strategy for the brand in 2023, which has already yielded a 153% growth in consumption compared to the previous year. An example of this was Johnnie Walker’s actions at Lollapalooza Brasil, where the company had naming rights for one of the stages, a stand and giveaways.
“The Blonde Citrus Highball drink has a different flavor than what is usually expected from a drink with whiskey. As it is refreshing, it matches the daytime occasion in which most of the festival takes place. This factor pleased the different palates and, added to the iconic glass of the brand that the person won when ordering a drink, helped them to recommend it to their friends”, said Eric Strauss, marketing director of scotch at Diageo.
