Diageo has agreed a marketing partnership for Johnnie Walker with the UK’s Brit awards.
The blended scotch will be the ‘official whisky partner’ of the music awards event this year as part of what Diageo called a “growing commitment to music culture”. The sum of the investment in the partnership was not disclosed.
Diageo follows Moët Hennessy’s marketing tie-up with the Brits for Hennessy, the ‘official cognac partner’ for the awards. The event will take place in Manchester tomorrow (28 February).
Johnnie Walker brand ambassador Sabrina Carpenter, who was signed up in August last year, has put her name to a themed cocktail to be served at the event, the ‘Go Go Highball’, which is a mix of Black Label, ginger ale and sour cherry juice.
The Brits will also “act as a launchpad” for a Johnnie Walker-sponsored music event, ‘Keep Walking Live’, running in Manchester from 13-15 March.
Yesterday, Diageo posted a 5% decline in sales for the second quarter of its fiscal 2026, prompting new CEO Dave Lewis to admit there is “significant work ahead” for the company.
