Around 5,000 revellers danced barefoot on the sand of Baia del Silenzio — the “Bay of Silence” — on Friday, August 7, as Moskovskaya Vodka partnered the 2026 edition of Shhh! Silent Disco, one of Italy’s longest-running silent beach parties, as the event’s official beverage sponsor.
Organised by the Mojotic Cultural Association under the patronage of the Municipality of Sestri Levante, the party turned the entire Ligurian town into a dance floor. After an opening live set by Muzz Murray, resident DJ crews played across three headphone channels from 11:00 p.m. until 3:00 a.m., their consoles set on the water in front of the beach – each crowned with a glowing Moskovskaya sign, the only lights shining over the night sea.
Moskovskaya – ‘Mosko’ to the crowd – distributed in Italy by the Genoa-based company Velier, served its take on high-quality mixology from three branded bars covering the event’s every corner: at the entrance, in the town centre and on the beach, with drinks poured exclusively into Mosko cups that travelled all over town. A dedicated brand corner with a prize wheel and photo booth became one of the busiest spots of the night, sending guests around Sestri Levante with Mosko gadgets — and sending others looking for where to get them.
The night made headlines in the region: Liguria’s leading daily, Il Secolo XIX, covered the event under the title ‘Five thousand headphones on the beach’, while a team of Italian lifestyle influencers documented the party for their followers in collaboration with Mosko, Velier and Silent Disco channels.
The sponsorship is the latest expression of Moskovskaya’s global brand platform, ‘Reinvent The Party’, built around new, more mindful ways of celebrating. Silent parties are among the fastest-growing of them: first adopted at Glastonbury in 2005 as an answer to noise curfews, the headphone format has since spread from festivals like Bonnaroo to beaches, rooftops and city streets across dozens of countries — with the global silent-disco systems market estimated at more than US$800m in 2024 and forecast to more than triple by 2033. Shhh! itself has grown from a local experiment into one of Italy’s landmark silent nights, now in its 15th edition.
“Shhh! Silent Disco represents a contemporary way of experiencing social connection,” said Martina Vinci, brand manager at Velier. “It brings different people together through music while promoting respect, inclusion and care for the setting that hosts it.
These are values Moskovskaya Vodka feels close to – authenticity, the quality of shared experiences and conviviality’s ability to create connections between people, always with responsible consumption at the heart of the occasion.”
