Raising a glass this red-carpet season

26 Mar 2026 Global Awards and Events

Red-carpet season is a global celebration of excellence and our brands showed up across the BAFTAs, Grammys, BRITs and Oscars. Activations from Don Julio and Johnnie Walker elevated the experience for guests at the most renowned nights in music and film.

We kicked off awards season with Johnnie Walker at the Grammys, where our biggest whisky brand drove conversations reaching over 200 million target consumers through a global paid campaign during music's greatest night in Los Angeles. Johnnie Walker’s celebrations included a Sabrina Carpenter Grammys party, featuring her signature cocktail, the Go Go Highball. By combining out-of-home advertising with headline sponsorship of the Grammys parties, own brand activations and menu takeovers at popular bars, we met consumers across LA with Sabrina’s iconic serve.

This approach flowed through to the BRIT Awards where Johnnie Walker was the Official Whisky Partner of the night. Johnnie Walker brought its ‘Keep Walking’ spirit to life in Manchester, the new home of the BRITs, with a weekend of sound, style and culture. The brand hosted talent across creative industries, from music, fashion and broadcasting, who enjoyed the Go Go Highball during the awards.

Following on from the BRITs, Johnnie Walker continued engaging consumers across Manchester by hosting ‘KEEP WALKING Live’, a selection of events at grassroots music venues in partnership with NTS Radio. This event series reaffirmed Manchester’s influence on British music culture and attracted a new generation of Johnnie Walker drinkers to the brand, with over 1,500 attendees at events across the city.

This year’s red-carpet season has been as much about the hype of activity surrounding the awards, as the ceremonies themselves. Johnnie Walker was there to toast the nominees and winners, whilst extending beyond the awards to engage consumers through media, events and importantly at bars and restaurants, ensuring its presence at the celebrated calendar moments in culture.”

Craig Knox

Global Head of Whisky Culture and Advocacy

Don Julio Tequila

In its second year of partnership, Don Julio elevated celebration and once again welcomed winners, nominees and industry talent into the Don Julio Winners’ Bar at the BAFTAs – a dedicated space designed to honour craft, ambition and achievement. The 1942 minis took centre stage, bringing Mexican soul into the pinnacle of British film celebrations. BAFTA winners also received a personalised engraved bottle of Don Julio 1942 placing the brand at the heart of cultural relevance.

At the Oscars, Don Julio was at the centre of the global celebration by returning as the official tequila of the Oscars Governors Ball for the ninth consecutive year. Don Julio partnered with world-leading bar Bar Leone and acclaimed mixologist Charles Joly to curate a standout cocktail programme for Hollywood’s most prestigious night.

The collaboration brought together craft, creativity and global bartending excellence, showcasing multiple expressions of the liquid through four signature cocktails that tapped into the essence of the night: Best in Show, Golden Cut Margarita, Maestro Martini and the Sequel.

The celebrations continued at the Vanity Fair Oscars After Party, where Don Julio toasted Hollywood’s most exclusive night with this curated selection of cocktails and 1942 minis, reaffirming its position as the tequila brand synonymous with craftmanship, relevance and elevated experiences on the global stage.