IMG's Taste Festivals feed consumer appetite with Diageo partnership

The new deal will see renowned mixologists join forces with the world’s leading chefs to create immersive experiences, educating culinary and cocktail lovers on combining food and spirits with diverse ingredients, flavours and recipes.
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Taste

Diageo, owner of some of the world’s most recognisable food brands like Johnnie Walker, Tanqueray and Don Julio has launched an exclusive global partnership with IMG’s Taste Festivals.

As well as building on its festival output, the collaboration will span across Taste Tuesdays – a new monthly international in-restaurant event series, and Taste Residencies – exclusive chef’s table experiences.

The new deal will see renowned mixologists join forces with the world’s leading chefs to create immersive experiences, educating culinary and cocktail lovers on combining food and spirits with diverse ingredients, flavours and recipes.

‘One moment they will be donning an apron in a replica of Johnnie Walker’s original grocery store, learning how to build cocktail ingredients to enhance the natural flavours of the spirit,’ read a release from the company.

‘The next they will be in the Ketel One Vodka Kitchen shaking up a quirky Bloody Mary for brunch with friends, or stepping into the Tanqueray bar for an aperitif before watching the city’s best chefs and bartenders demo side by side.’

Scoth category director and managing director of Diageo Reserve, Cristina Diezhandino, said: “We are excited to announce a partnership between Diageo and Taste, which explores and celebrates a new age where the worlds of food and drink come closer together than ever before.

“I have increasingly seen people from across the world demand more from their food and drink. They want to know what their ingredients are and where they have come from. They want to know how their food and drink has been prepared, learn how to do it at home and overall, be offered a more immersive experience.”

Taste Festivals are attended by more than 500,000 people annually across cities such as London, Milan, Athens, Amsterdam, Dublin, London, Moscow, Rome, Sydney, Sao Paolo and Hong Kong.

Justin Clark, SVP and managing director of culinary, IMG, added: “We are combining Diageo’s most-loved brands with our global Taste Festivals platform to unlock exciting, immersive new experiences that celebrate the very best of food and drink together.

“Whether through our festivals or new Taste Tuesdays and Taste Residence events, we cannot wait to explore and share top chefs and mixologists’ latest recipes, tips and trends with audiences all over the world.”

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