Johnnie Walker unveils new whiskey on stage at Lollapalooza

Amanda Schneider

March 8, 2023 – 5:15 p.m

Brazil will be one of the first territories for the global launch of Johnnie Walker Blonde (Credit: Disclosure)

Event sponsor, brand Diageo signs a naming rights deal to create the Perry’s by Johnnie Walker Blonde stage, which takes the name of its global launch.

Johnnie Walker decided to introduce its new product, Johnnie Walker Blonde, to the Brazilian public during Lollapalooza Brazilmusic festival that will have its tenth edition, in São Paulo, on the following 24th, 25th and 26th.

Considered by the brand to be its biggest launch in 30 years, Johnnie Walker Blond is presented as the ideal whiskey for simple blends.

The new drink brand will headline one of the Lollapalooza stages, which will be called Perry’s by Johnnie Walker Blonde. The venue will have a structure that will allow a light and color show for the public.

“The festival will be a unique opportunity for the brand to connect with that audience. The fit is perfect and we’re very excited about the prospect of so many people being able to taste drinks made with Johnnie Walker Blonde and shatter their stereotypes about the whiskey category,” says Eric Strauss, Diageo’s Whiskey Marketing Director.


Vivo expands the scope of “Presença Preta” to Lollapalooza 2023.

Executive directors reveal that the festival sponsorship contract and naming rights campaign are valid for two years. The participation also marks the exclusive return of Johnnie Walker to the Festival since last year’s edition saw Diageo establish an integrated space for the whiskey brand alongside Tanqueray, another drink in the group’s portfolio.

In addition to the stage, the brand will also have an exclusive space at the festival where the audience will be able to enjoy the drink Blonde Citrus Highball, a combination of 50 ml of new whiskey with 150 ml of lemon soda and a slice of orange. Those who pass by the place will be able to participate in some interactive activities in addition to tasting drinks.

BFerraz is responsible for all projects made for the beverage brand during the Festival.

Strauss also explains that the action at Lollapalooza is part of a plan to promote the new whiskey brand in Brazil. “We already have the Johnnie Walker Blonde media campaign on air, but there are many more actions to come, both digitally and in physical stores, bars, etc.,” he guarantees.

The Johnnie Walker Blonde communication campaign in Brazil was carried out by AlmapBBDO while Index Conectada is responsible for public relations.

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