Music and whisky appear to be natural bedfellows. I recently went to a fantastic Glenlivet event at Abbey Road; Jack Daniel’s has a long association with rock music; and Ballantine’s has been collaborating with the producer Carlos Jean in Spain (watch his Lead the Way music video here).
And now Diageo’s Whisky Festival in Brazil continues this tradition, bringing Scottish music to five Brazilian cities: São Paulo, Rio de Janeiro, Salvador, Brasília and Curitiba. The festival is intended to increase the reach of Johnnie Walker in Brazil, which is a growing market for whisky. According to this FT blog post, Brazil is the brand’s fourth biggest market for Black Label and its biggest for the cheaper Red Label.
With music from bands like Teenage Fanclub and even traditional Scottish pipers, the festival lasts for six weeks – from 15th April until 31st May. Foodies will find more than music to entertain them – as Michelin star chef Tom Kitchin is also making an appearance.
The FT blog post also describes Diageo’s longer term strategy of selling Johnnie Walker at reduced prices in Brazil, in selected bars and restaurants. And Diageo’s ‘Whisky Day’ is this week – which typically includes cinema, gastronomy and music events, as well as a big advertising push for their range of brands.