Diageo activates Johnnie Walker, Tanqueray, Smirnoff and Don Julio in key New Year’s Eve hotspots in Brazil and Punta del Este.
New Year’s Eve has gone far beyond a simple calendar change to become one of the most emblematic moments of contemporary lifestyle. It is when destinations, experiences and brands embody desires, behaviors and new ways of celebrating.
In this context, Diageo – a leader in the premium spirits segment with brands such as Johnnie Walker, Tanqueray, Smirnoff and Don Julio – reinforces its role as a key player in the ritual of celebration. The company is present in major Brazilian and international New Year’s Eve hotspots.
From the cultural energy of Punta del Este to the laid-back charm of Preá, passing through Trancoso, Amoré, Carneiros and Angra dos Reis, Diageo activates its portfolio in experiences tailored to the spirit of each destination.
“Our strategy is based on mixology as a cultural language and toasting as a social ritual. Being present in these destinations is about taking part in the most symbolic moments of the season, connecting our brands to real experiences of celebration, encounters and socialization with purpose, intention and responsibility,” says Guilherme Martins, CMO at Diageo.
Tourism growth and demand for experiences
This movement reflects a clear transformation in consumer behavior. Data from the Brazilian Ministry of Tourism, Embratur and the WTTC (World Travel & Tourism Council) show that the year-end period concentrates one of the largest tourist flows of the calendar.
The growth is driven by a rising demand for premium destinations and exclusive experiences. Within this context, Trancoso stands out as a pioneer for almost two decades and remains one of the main New Year’s Eve hotspots.
At the same time, newer destinations such as Preá and Punta del Este are consolidating themselves as new centers of desire, attracting an audience that values curation and authenticity.
“New Year’s Eve is a strategic moment for brands that want to connect to the local lifestyle, and the partnership with Diageo in our year-end calendars further elevates the experience,” says Lourenço Braga, one of the partners at Haute, the agency behind the New Year’s Eve events in Trancoso, Punta del Este and Preá.
Punta del Este and the JHSF partnership
Especially in Punta del Este (Uruguay), New Year’s Eve has become one of South America’s main stages for luxury celebrations. The destination is a favorite among Brazilian triple A travelers, strongly driven by the presence of JHSF, a strategic partner of Diageo.
The relationship between the companies goes beyond the festive season. Present in the group’s developments, shopping centers, hotels and restaurants, Diageo strengthens, for the second consecutive year, its activities in Punta del Este with sophisticated luxury portfolio activations.
With iconic brands such as Fasano, Cidade Jardim and Fazenda Boa Vista, JHSF has turned the region into a true ecosystem of experiences, taking the destination to a new level of sophistication and aspiration.
“Our partnership with Diageo is born from a genuine affinity: a shared vision for well-designed experiences, quality time and careful curation. Mixology has a central role in this context, and Diageo’s portfolio enhances our properties by bringing excellence, sophistication and a celebration ritual that speaks directly to how our audience likes to enjoy good moments,” says Zé Neto, Entertainment & Lifestyle Director at JHSF.
Luxury, cocktails and curated connections
In Punta del Este, the brand presence is further reinforced by Juan Moraes, PR for Diageo’s luxury portfolio, who will be on site hosting selected guests. The goal is to strengthen the connection between brands, people and carefully curated experiences.
“New Year’s Eve has become a meeting point for people who value good experiences, meaningful conversations and celebrations with purpose. Johnnie Walker Gold, the label we are highlighting in Punta, understands this moment and positions itself very strategically, making the drink part of the experience and a link between people,” says Juan Moraes.
By occupying New Year’s Eve hotspots in a strategic way, Diageo reinforces its positioning in events and destinations that value culture, lifestyle and socialization. The company consolidates itself as one of the epicenters of year-end celebrations.
Hotspots and featured labels
Punta del Este (UY): Johnnie Walker Gold Label
Preá (CE): Johnnie Walker Gold Label and Don Julio
Trancoso (BA): Tanqueray, Smirnoff and Don Julio
Amoré (PE): Tanqueray and Smirnoff
Carneiros (PE): Johnnie Walker
Angra dos Reis (RJ): Johnnie Walker Gold Label and Don Julio
